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Brand Management
Polách, Petr ; Harantová, Monika (advisor) ; Hesková, Marie (referee)
In the first part of my bachelor's thesis on the theme "Brand management" are explained the theoretical aspects of brand management and this part also determines the basic concepts in this issue. The practical part of this bachelor's thesis deals with brand building and also with brand management in the company ALFUN Inc. In the last section are described in detail and explained the basic methods of brand valuation as an intangible asset.
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Economic and legal aspects of brand
Kazdová, Hana ; Horová, Olga (advisor) ; Štědroň, Bohumír (referee)
The Bachelor's thesis deals with brands and is mainly focused on the estimation of their value. The purpose of the thesis is to achieve three main goals in the chapters following an introductory theoretical-methodological part. First goal is to perform an analysis of legal protection of brands in the Czech Republic. The analysis shows that all various kind of brands are protected by Czech law mainly by four institutes of private law - trademarks, business firms, protection of personality and unfair competition. The remaining goals are to estimate the value of two formerly used brads Enron and WorldCom to year 2000 and suggest a method, which would be able to calculate the decrease in their value during the consequent years. Both brands are valuated with the help of relief from royalty method and the results signify that both brands used to have an exceptional value. The thesis also suggests using a crude death rate of population to calculate the decrease in brands' value after the termination of their usage and illustrates the decrease in the value of Enron and WorldCom since 2000 to 2025.
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Trademark as an Intangible Asset of a Firm
Harantová, Monika ; Hesková, Marie (advisor)
In the theoretical part of thesis: "Trademark as an intangible asset of a company", the theoretical aspects of brand management and methods of valuation of brands as intangible assets are explained. In the practical part of thesis a company analysis is undertaken and brand value is calculated by using adequate methods. Final suggestion and recommendation for trademark registration in the Register of Trade Marks are mentioned in the conclusion of thesis.
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Marketing of HN, LN, MF DNES and Právo
Vránová, Helena ; Štědroň, Bohumír (advisor) ; Svobodová, Dagmar (referee)
This thesis deals with marketing of the serious Czech newspapers (HN, LN, MF DNES and Právo) with a focus on possible models of their brand valuation. The main goal of this work is a marketing analysis of the four subjects using the electronic data sources. The analysis includes basic information about the publishers, their property relations and economic results for the period from 2005 to 2009. After that follows the introduction of the studied newspapers, including their content description, readers profile and new technologies. The aim of the practical part is also to choose appropriate method for evaluating the brands of the dailies. It was performed an external, financial and SWOT analysis to ensure correct application of the approach. Valuation results showed that the highest financial value has the brand Mladá Fronta DNES, the second is Právo, followed by Hospodářské noviny and Lidové noviny.
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