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Volodymyr Zelensky's election campaign from 2019 as a response to the demands of Ukrainian society
Shvets, Oleksii ; Mlejnek, Josef (advisor) ; Hájek, Lukáš (referee)
This thesis examines the election campaign of Volodymyr Zelensky, specifically the question of whether Volodymyr Zelensky's brand was created during the election campaign before the presidential election in Ukraine in 2019. If such a brand was created, then whether Volodymyr Zelensky's success in the elections was the result of marketing techniques related to branding only, or whether candidate Zelensky's successful brand was not only the result of competent application of marketing techniques, but also the result of reflection of the public's requests on key socio-political issues. In the theoretical chapter we study the theory of branding in politics and highlight the main characteristics that a modern political brand should possess. In the second chapter, we present the key socio-political issues that worried the public in the period leading up to the elections and directly influenced the campaign. In the next chapter we will present several key factors and events that cannot be categorized as problematic phenomena, but which will also help to understand the reasons for Zelensky's electoral victory. In the next chapter we will examine Volodymyr Zelensky's election campaign and answer the question if Zelensky's political brand was created. In the last chapter we will compare the campaign rhetoric...
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Brand concept in Politics - Andrej Babis Case Study
Mádlová, Andrea ; Shavit, Anna (advisor) ; Perottino, Michel (referee)
This thesis examines the branding concept in politics and its main aim is to analyze the brand of Andrej Babis, who is nowadays the leader of political party ANO 2011. The author analyzes his brand personality in a first place. For this purpose OCEAN model created by Gerard Saucier is applied. After that the connection between brand ANO and Babis's brand is examined. The research is based on answers of 454 respondents, who were part of the survey. The results are analyzed from two points of view. One group of voters are those who gave their vote to ANO 2011 and the other group is presented by voters of others political parties.
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Valuation of political institution brand
Ságl, Jan ; Štědroň, Bohumír (advisor) ; Svobodová, Dagmar (referee)
More stress is put on political brand significance as the evolution of political parties (or institutions) continues. Political parties no longer use their ideology as a main tool to attract potential voters. Voters have adapted at least in part the consumer-like behavior, when choosing political brand. The importance of political brands grows along with the strengthening effort of political parties to gain as many median voters as possible. Diploma thesis deals with the valuation of political brands in the Czech Republic, Slovak Republic, United Kingdom and United States. One of the key goals is to propose a sophisticated valuation model based on evaluation of future cash flows discounted to present day.
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