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The rebranding process of the non-profit organization
Kunert, Pavel ; Střížová, Vlasta (advisor) ; Lara, Zita (referee)
The thesis is looking into the rebranding process of the non-profit organization. The work describes the project according to its particular stages, which are common in the commercial world and the examples given are showing the differences when developing similar project in the non-profit organization People Management Forum. The author is using his work experience as a marketing specialist, who handles the company's communication, maintains corporate identity, mini-project of creating presentations on the web and the analysis and the draft of the new structural diabase fulfilling the need fot objektive informations of transformation part sof newly propřed organizational structure. The main aim is to show the importance of setting partial goals in order to fulfill the vision that the company outlined before the whole process. First, the author explains the relationship of the non-profit organization with its key stakeholders in the micro and macro environment. Lately he explains how this relationship influences the company's communication and public relations. In the fourth chapter, he describes rebranding as a process and clarifies the importance and key factors of its particular stages. In the fifth and sixth chapter, the author outlines the relationship of the organization People Management Forum and its daughter company HR Forum, s.r.o., which is crucial for the practical part of the work. He shows the main activities of People Management Forum and the way how the organization presents them among its target groups. The chapter seven is finally the principal part of the work and the practical demonstration of the rebranding project. According to the theory mentioned in the beginning, he is explaining the key success factors of this kind of project and making recommendations to the stages, which he demonstrates with practical examples how it was applied in the organization People Management Forum. In the eight chapter, the author gives a detailed description of his mini-project of the draft and the implementation of the new website and structural database, including the way how were metrics for the success measurement set and were they evaluated. He recommends how the strategy could be more effective and how the project will adapt to the new trend in that particular area.
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