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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Rebranding
 Nejedlá, Iveta ; Odehnalová, Jitka (advisor) ; Doležel, Jan (referee)
This diploma thesis aims to monitor a process of rebranding on an example of the company EFKO-karton, s.r.o. At the beginning of the theoretical part, the basic terms of the issue are defined - brand, branding and rebranding, afterwards a general rebranding campaign framework is introduced along with it's attributes. Unsuccessful campaigns are briefly introduced. In a practical section of the thesis, the evaluation criteria are defined followed by detailed analysis of company's EFKO-karton, s.r.o. rebranding process with focus on the brand Igracek. To validate the success of the campaign from the consumer's point of view, a research has been processed in order to analyze target's group satisfaction with done changes.
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