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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Trademark as an Intangible Asset of a Firm
 Kucírková, Jana ; Hesková, Marie (advisor)
The thesis deals with a trademark as an intangible property of the company and it is divided into two parts. The theoretical part attends to an intangible property classification and a usage of a trademark. Further there are presented theoretical aspects of brand management and possible methods of trademark evaluation as an intangible property of the company. The practical part introduces the selected company where a brand research and an analysis of an internal and external environment of a company were conducted. After finishing a financial analysis follows an evaluation of a marketing communication mix and particular brand elements. The second half of the practical part focuses on the alternative trademark evaluation with adequate methods and a proposal of the trademark inscription to the Register of trademarks.
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The perception of private labels by Czech and Slovak consumers
 Nemčíková, Alica ; Hesková, Marie (advisor) ; Šalamoun, Jan (referee)
The goal of diploma thesis entitled: "The perception of private labels by Czech and Slovak consumers" was to do own marketing survey, aimed on perception of assortment marked as "organic" by consumer, and as well on organic food assortment under the private labels of retail chains acting in the Czech and the Slovak Republic. Based on survey results and market analysis to assess the current status and trends on the market with organic products and also bring conclusions and recommendations concerned the strategies for further action in "ORGANIC" domain.
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