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Budování značky zaměstnavatele na příladu globální společnosti působící v ČR
Baraćová, Kristina ; Dvořáková, Zuzana (advisor) ; Zajacová, Zuzana (referee)
Ambition of the thesis is to identify and evaluate tools that companies use to build and strengthen its employer brand in the external labour market, and internally among its employees and apply the theory of building employer brand on concrete company. The theoretical part of the thesis focuses defining brand as such, its theory and components moving through corporate brand to definition and concept of employer brand and its elements and ways of building an employer brand. The methodology of work consists of analysis of dedicated literature and papers on the topic and publicly available information about chosen company. In practical part, the thesis analyses concrete company and its employer brand using external and internal questionnaire research.
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The corporate brand building
Wisterová, Veronika ; Odehnalová, Jitka (advisor) ; Olléová, Michaela (referee)
The target of this master's thesis is to follow the process of corporate brand building of the company Starkl zahradník, to analyse it and to suggest possible improvements. The thesis is divided into four main sections. The first section deals with the theoretical aspects of the corporate brand building. The second section observes the process of brand building of the brand Starkl zahradník. The third section deals with the survey that was carried out and analyse its results. This survey was performed by a questionnaire which was focused on the image and awareness of the corporate brand Starkl zahradník. Then the image was compared with the positioning of this brand. In the last section there are suggested recommendations for improvement of the corporate brand building of the brand Starkl zahradník.
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Proposal of ecological communication strategy for well known consulting company
Ondrušová, Martina ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Diploma thesis deals with the creation of environmental corporate image and with designing a communications strategy in order to address environmental program. In the world of globalization and increased competition, companies strive to differentiate their business in unconventional way. Differentiation is being done by open communication and also by socially responsible behavior. The goal of the thesis was to point out that each and every company can run its business ecologically, even the consulting company operating on B2B market. Building the environmental image, however, requests new values being integrated into common internal processes and creating new corporate identity visible to public. The content of the thesis is divided into theoretical and practical part. The theoretical part deals with the corporate identity, corporate image and brand. Other chapters are devoted to the theory of communication, corporate social responsibility and environmental aspects of business. The practical part includes description of the company and proposal of comprehensive environmental program. The final chapter of practical part describes the plan of external and internal communication strategy which is inevitable for building environmental corporate image.
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