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Comparison of personal brands perception - the case of party leaders ODS and TOP 09
Kolder, Tomáš ; Shavit, Anna (advisor) ; Perottino, Michel (referee)
This master's thesis focuses on the concept of branding in politics. The main aim of this piece of work is comparison of perception of brand personality. In this case, the party leader Petr Fiala by ODS and Karel Schwarzenberg by TOP 09, have been chosen for this research. The brand value was assessed by procedures which were suggested by K. L. Keller. The OCEAN concept, created by Gerard Saucier, was used for brand personality research, which is the main pillar of this thesis. The sample of 212 students of political science and economics took part in the above mentioned research.
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Comparison of Political Parties ODS and TOP09: Program versus Reality
Batko, Martin ; Švec, Kamil (advisor) ; Trávníček, Matěj (referee)
The bachelor thesis "Comparison of the Political Parties ODS and TOP 09: Programe versus Reality" analyses how successful were the mentioned political parties in the implementation of their election programmes in actual fact. The beginning of this thesis deals with the theory of the party systems. The Giovanni Sartori's and Jean Blondel's typologies are applied to the Czech party system. The second section of this part follows up the Klaus von Beyme's theory of the party families, the emphasis is put on the conservative and liberal thinking, which the political parties ODS and TOP 09 recognize as their own ideologies. By using the election programs, comparative method will find out which of the studied party was more successful in the implementation of their promises into the reality. The Comparison analyses the election programs of the both parties for the elections to the Chamber of Deputies of the Czech Republic in 2010. Evaluation has been done in four sections, which are the economic policy, the struggle against corruption, the social system and the pension reform. It has been found out that both parties were in their actions similarly successful, the most problematic of studied parts was the economic policy. Nevertheless, TOP 09 has implemented slightly more promises into the reality than...
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TOP 09 and STAN as alliance of parties
Hlinovský, Šimon ; Jüptner, Petr (advisor) ; Perottino, Michel (referee)
This work deals with a phenomenon of party alliances, especially with the alliance of TOP 09 and STAN. This phenomenon is current in the Czech politics. This work concerns other unions of the right-wing or the center parties in the Czech Republic too, and searches an answer for the question, if it is an alliance. Primarily this work deals with the alliance of TOP 09 and STAN, which were established in 2009. It also deals with differencies of this alliance on the state, regional and local level, and searches any cleveages of this alliance on the state, regional or local level. This work also searches the answer for the question, what the perspectives of this alliance in the future are. The first agreement about the alliance was confirmed in 2009. The second agreement was confirmed in 2013. This agreement enables free relationship between TOP 09 and STAN on the regional and local levels.
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TOP 09 and STAN as alliance of parties
Hlinovský, Šimon ; Jüptner, Petr (advisor) ; Perottino, Michel (referee)
This work deals with a phenomenon of party alliances, especially with the alliance of TOP 09 and STAN. This phenomenon is current in the Czech politics. This work concerns other unions of the right-wing or the center parties in the Czech Republic too, and searches an answer for the question, if it is an alliance. Primarily this work deals with the alliance of TOP 09 and STAN, which were established in 2009. It also deals with differencies of this alliance on the state, regional and local level, and searches any cleveages of this alliance on the state, regional or local level. This work also searches the answer for the question, what the perspectives of this alliance in the future are. The first agreement about the alliance was confirmed in 2009. The second agreement was confirmed in 2013. This agreement enables free relationship between TOP 09 and STAN on the regional and local levels.
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Analysis of the TOP 09 Election Strategyin the Regional Elections 2012 - Region of Pardubice
Faltová, Zuzana ; Shavit, Anna (advisor) ; Jüptner, Petr (referee)
Analysis of the TOP 09 Election Strategy in the Regional Elections 2012 - Region of Pardubice Diploma thesis "Analysis of the TOP 09 Election Strategy in the Regional Elections 2012 - Region of Pardubice" deals with the election campaign TOP 09 in the elections to the Assembly of the Pardubice Region in 2012. TOP 09 is a political party in the Czech political scene first appeared in 2009. Regional elections in 2012 for the political party represented the first major challenge since its entry into the Chamber of Deputies in 2010 and the opportunity to establish themselves at the regional level. The thesis examines the elections in the Pardubice region in terms of the theory of second-order elections. The research of this theory was made in terms of the first direct elections to the European Parliament in 1979. The aim of this thesis is to introduce the theory of second order elections and to analyze the election strategy of TOP 09 before the elections to the regional council in 2012 in Region of Pardubice. Based on this theory will be find out if it is possible to apply this theory on the election strategy of TOP 09 and if the election managers of TOP 09 reflect this theory or the election strategy is created independently on this phenomenon. Keywords The election to the Assembly of the Pardubice...
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Communication of the TOP 09 Party for the Parliamentary Elections into the Chamber of Deputies of the CR in 2010
Frost, Iveta ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
Bachelor Thesis "Communication of the TOP 09 Party for the Parliamentary Elections into the Chamber of Deputies of the Czech Republic in 2010" deals with the election campaign of the newly established non-parliamentary political party TOP 09 for the elections into Chamber of Deputies. The elections took place in the regular term of 28th and 29th May 2010 after the premature terms of autumn 2009 were twice cancelled. For a complex description of the topic this thesis describes the political matters that happened in the Czech Republic before the parliamentary elections of 2010. These matters influenced the establishment of the TOP 09 party and to a great extent also the potential of its later election success. The thesis also deals with the profile of political party TOP 09, analysis of its election programmes, positioning of TOP 09 in the parliamentary election market and results of election preferences of the party in surveys by research agencies. After that follows the analysis of the election campaign itself. The analysis of the election campaign deals with the general strategy of the TOP 09 campaign - its aim, target groups, tone, topics, timing, levels (national/regional) and budget, as well as with the colour symbology of the campaign, its main faces, media mix and the phenomenon of negative...
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Municipal Elections in 2010 and Electoral Campaigns. Usage of Political Marketing by TOP 09
Peisertová, Vendula ; Jüptner, Petr (advisor) ; Lebeda, Tomáš (referee)
The thesis focuses on the use of political marketing by the political party TOP 09 during the municipal elections in 2010. This chosen topic explores issues that have not been covered by the Czech political research yet. The thesis is mostly based on the theoretical concepts of Lees-Marshment and Bruce Newman. The research surmised that the political party TOP 09 had implemented political marketing techniques during the last municipal elections, and it might be considered, as described by Lees-Marshment model, as a market-oriented party. The thesis uses qualitative research methods. Its second part comprises of two case studies on the municipal campaigns of TOP 09 in the cities of Olomouc and Prague: the empirical evidence reviews campaign strategy, electoral programme, election polls, relations to the other candidate parties, media coverage, campaign organization, internal marketing and (last but not least) campaign financing. The thesis comes to conclusions that TOP 09 was using political marketing on municipal level, but still there are differences in the extent of its usage. While the Prague party organization behaved as a market-oriented one, the Olomouc regional organization might be described as a sales-oriented party.
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Election Strategy of Small Political Parties: Case Study on TOP 09, Public Affairs Party and Party of Civic Rights - Zemanovci before Czech Parliamentary Elections 2010
Kapuciánová, Aneta ; Just, Petr (advisor) ; Lebeda, Tomáš (referee)
Diploma thesis Election Strategy of Small Political Parties: Case Study on TOP 09, Public Affairs Party and Party of Civic Rights - Zemanovci before Czech Parliamentary Elections 2010 assesses the election campaign of mentioned political parties, their personal, communication and financial strategy as well as their strategy of inter-parties relations. The author assumes that the small political parties, which all of the examined ones were at the time of this research, lead the campaign in a similar way - avoiding the negative campaign, they are led by a strong and well-known personality who can attract the attention not only of the voters but also of the media, and they have a large number of supporters who sympathize with the particular political entity. The theoretical concept of the text is based on the similarity of political and economic approach of marketing - therefore the author reckons the small political parties as the nichers of the political market. They can be characterized by occupying only a small niche of the political market which is ignored by the bigger political parties for those it is place of peripheral importance. Hence the basis of electoral campaign of any small political party is delineation unoccupied part of the market. Nevertheless it is crucial to simultaneously...
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Analysis of communication strategy of TOP 09 in election campaign in 2013
Vávrová, Barbora ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Master's thesis focuses on election campaign and communication strategy of political party TOP 09 in elections in 2013. The goal of this thesis is to analyze communication strategy of political party TOP 09 in election campaign, to analyze individual tools of communication and to evaluate the quality of their implementation. The thesis is divided into two parts. First theoretical part aims to define political marketing and his individual concepts and models, and then election campaigns and strategies. In analytical part of thesis it will be accomplished the strategic analysis of party TOP 09 and then analysis of communication strategy. Evaluation of communication strategy of political party TOP 09 and proposals to streamline is the important part of this thesis.
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The political marketing of the political party TOP 09 before the election in 2010
Vávrová, Barbora ; Vymětal, Petr (advisor) ; Kuta, Martin (referee)
The Bachelor thesis "The political marketing of the political party TOP 09 before the election in 2010" deals with the analysis of use of the marketing instruments and their application in the election campaign of the TOP 09. The first theoretical part of thesis describes the political marketing and deals with theory of the election campaigns and the political parties from the marketing point of view. The second part represents the political party TOP 09, its origin and the main leaders. The practical part describes the political marketing of the TOP 09 and its election campaign. The end of the thesis analyzes and evaluates the political marketing of the TOP 09 and its share of the success in the elections in 2010.
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