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Building corporate identity through social and new media
Kučerová, Tereza ; Köppl, Daniel (advisor) ; Miessler, Jan (referee)
The dissertation examines the process of building corporate identity in the new social media. It defines brand images and characterises their functions in marketing communications. It surveys their practical utilisation and describes brand roles and their values, brand status and identity in strategic management, and more particularly in social media which are described herein with regard to the current situation and long-range forecasts. In a practical part it describes the building of brand identity of Bonami.cz since its creation to the present day in the social media, and compares its communication with the U.S. brand Wayfair. It strives to highlight some differences in their communication activities and puts forward recommendations for further development. The practical part then describes the perception of the brand Bonami.cz by the existing customers and confirms and rejects some working hypotheses.
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Analysis of Change in Corporate Identity
Volšová, Zdeňka ; Martínez, Felipe (advisor) ; Mackeová, Petra (referee)
This thesis will analyse the change of corporate identity in SKODA AUTO a.s. The aim is to evaluate the entire project, and applying the five selected models of project management. The teoretical part will primarily discuss the following terminologies: project, criteria, goals and lifetime cycle. It will also analyse the project management and five selected methods which were utilized in this thesis. The concluding section of the theoretical part is devited to corporate identity and will represent the four basic elements. The practical part explains the description of SKODA AUTO a.s. as well as the application of the project management models for the change of corporate identity. The concluding part of this cestion includes possible solutions that could benefit the company's project management discipline.
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