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Brand Management Strategy in Services
Holasová, Kristýna ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
This thesis deals with the brand programmes functioning in the Czech Republic. The first part contains basic theoretical brand management grounds, marketing research and its plan creation. Furthermore there are analysed particular brand programmes on the European, national and regional level in the thesis. The following part is marketing research which is concerned with the respondents' consumable behaviour, European brand programmes knowledge and popularity of the Poutnik brewery. The final section presents recommendations whether to seek gaining the brand and proposals for disseminating protected geographical trademark "Czech beer".
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Italian system of controlled designation of origines for wines - existing labels, their importance for producers, market and consumers
KOLÁŘOVÁ, Jaroslava
The Bachelor thesis focus on the topic The Italian system of Controlled Designations of Origin for Wines - Existing Appellations, Their Importance for Producers, Market and Consumers. The thesis is divided in two parts. The first of them focuses on the history of the wine classification in the area of current Italy, the wine categories currently used for wines/the roots of the current indications for wines which originated in France and the process of improving the marking of the Italian wines during the last fifty years. The second part is devoted to the recent reform of the common organisation of the market in wine that introduced the use of two European Quality labels 'Protected Geographical Indication' and 'Protected Designation of Origin' for wines. This part also describes when and how European standarts were implemented as national standards. In the conclusion there is characterized the importance of the wine designation for producers, market and consumers. The Bachelor thesis contains the summary in Italian.
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The trade with beer in the Czech Republic and Germany
Schottková, Monika ; Bolotov, Ilya (advisor) ; Ferencová, Martina (referee)
The Czech Republic and Germany are inseparably connected with a tradition of the brewing. However, both countries went through a different way of a political as well as economic development during the last 60 years. The aim of this bachelor thesis is to find out, if it is possible to predict the development of the Czech beer industry according to the knowledge of the development of the brewing in Germany. The first chapter concentrate on the history of the beer industry and kinds of beer. The second part deals with the analysis of the domestic trade with emphasis on the retail and also export and import. The next chapter focuses on the adopted measures which highlight the uniqueness of the Czech and German beer and finally the characteristics of the domestic markets and the most successful companies in these countries are introduced.
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Foodstuff with protected title EU
NOVÁKOVÁ, Soňa
The aim of this thesis is to evaluate the current situation on the market and to suggest which foodstuff could have the protected designation on the basis of analysis and research. The paper is divided into two parts. The theoretical part focuses on the basic terms of the protected designations of the European Union. The practical part analyses consumers' awareness about the protected designations and it also examines the attitudes and benefits for beer producers who own products with the protected designations of the European Union.
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Protected designation of "Czech beer" and its position on the Czech market
POLANECKÝ, Lukáš
The aim of this diploma thesis is protected designation of "Czech beer" and its position on the domestic market through a questionnaire survey, awareness of the Czech population on the identification of products brand "Czech beer". In this thesis discussed the individual protected designation indicating the legislative rules that protected these markings define and put into effect. They included specific requirements for granting a protected geographical indication (CHZO) "Czech beer", specifying the requirements for the individual raw materials, production technology and inspection of products bearing this mark. In the practical part of the work was carried out a questionnaire survey which aims to map the awareness of the Czech population CHZO "Czech beer". The questionnaire survey showed that about half of the respondents are aware of the use of the "protected geographical indication". More than half marking "Czech beer" does not know, and only 10 % of respondents knew that the name "Czech beer is protected geographical indications of the European Union, whose purpose is to preserve the good name and quality of the beer produced in the Czech Republic. In particular, the importance of this label, why is introducing some breweries and why do you ask for, it seems to be a distinct people known. But itself idea of the product specifications marked "Czech beer" had only half of the respondents. The questionnaire survey shows that citizens of the Czech Republic should be more informed about the nature of implementation of protected designations in general, but also should be more familiar with the specifics of each label used. It is our aim not only food producers but also merchants that consumers are aware of the importance and promotion of products that are made in the Czech Republic, from local materials and traditional techniques. The positive impulse not only the questionnaire survey, but also as a stimulus for food manufacturers, retailers and other subjects can be perceived "consumer behaviour" of the majority , the majority of respondents - 82% would prefer when buying products labeled "Czech beer".
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Protected designation of origin and protected geographical indication labelled foodstuffs made in northern regions of France (Basse-Normandie, Haute-Normandie, Bretagne, Champagne-Ardenne, Alsace, Lorraine, Nord-Pas-de-Calais)and Wallonia.
PŘIBYLOVÁ, Michala
This bachelor thesis deals with a topic of "Protected Designation of Origin or Protected Geographical Indication, from northern regions of France and Wallonia". The thesis is divided into two parts. Introductory part presents history and legislation of the european designations, including the requirements for its assignment. The second part includes characteristics of Northern France and Wallonia, and description of protected products. The thesis also involves an extended resume in French language.
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Protected Designation of Origin, Protected Geographical Indication and Traditional Specialty Guaranteed labelled foodstuffs made in Italy (milk foodstuffs).
LINHARTOVÁ, Adéla
The Bachelor thesis focus on the topic Protected Designation of Origin, Protected Geographical Indication and Traditional Specialty Guaranteed labelled foodstuffs made in Italy (milk foodstuffs). The thesis is divided in two parts. The first of them focuses on the history and types of European marks and deals with reasons why these marks have been established. The second part defines the topic "milk foodstuffs made in Italy" in "cheeses made in regions of the northern Italy". Cheeses are divided into regions according to the location of their production. There is a brief introduction of each region and its location, administrative division, history and geography followed by the list of cheeses with the information about its type, method of production, history and the date of registration in the list of products with Protected Designation of Origin and Traditional Speciality Guaranteed. The Bachelor thesis contains the summary in Italian.
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Are the consumers willing to pay for GI products?
Závorová, Miroslava ; Bartoň, Petr (advisor) ; Svoboda, Miroslav (referee)
In 1992 the European geographical indication system was established. Through the years more than thousand of foodstuffs were registered to the system. Czech Republic joined the system through access to EU in 2004. In this paper the consumer's willingness to pay for selected product that carries geographical indication is analysed. For analysis the panel data from brewing industry are used. The results of the work are that the presence of a protected geographical indication in the interaction with other features of the product may affect the willingness of consumers to pay for the product. For example, was shown that the interaction of the protected geographical indications and bottled draft beer can influence the consumer's willingness to pay for GI product.
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Foodstuffs and traditional specialities guaranteed produced in France
KOŽENÁ, Alena
The theme of the thesis is: {\clqq}Foodstuffs and traditional specialties guaranteed produced in France``. It targets the problems of the guaranteed origin of the foodstuffs of the European provenance. This problem is actual in this time in connection with protection of the traditional products and aimed at better awareness of the consumers with a view to the quality of the foodstuffs. This work could be divided into two basic parts. The first one deals with the history of guaranteed origin of the foodstuffs, the legislative bases and the today{\crq}s types of labelling including process of their dispensation. The second one occupy by the products of the French provenance from south-east France and from Corsica too.
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