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International Brand Management of Taiwanese Companies
Liu, Tan-Ya ; Štěrbová, Ludmila (advisor) ; Eickhoff, Matthias (referee)
Nowadays business environment becomes more and more competitive; companies are forced to enhance their position through strengthening of their marketing strategies and brand management. To build a brand and to develop brand management is a huge challenge for Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs) as they focus more on contract manufacturing. The thesis identifies main strength and weakness of Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs). Moreover, the study focus on the path and development of Taiwanese notebook and PC manufacturers Acer and ASUS and how they can enhance their position in the competitive business world by adopting brand management.
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Creating value through brand management- A study on Toyota Ghana limited
Asamoah, Emmanuel Selase ; Král, Petr (advisor) ; Přikrylová, Jana (referee)
An important concept that has undergone several transformational turns is brand management. A brand name is essential for business operation because all other factors that contribute to the success of businesses rotate around it. The value that accrues to global companies as a result of the proper management of a brand cannot be over emphasized. Toyota is one of the most successful brands in the global market, and the brand success goes beyond the automobile industry. Among the various auto companies in Ghana, Toyota has emerged as one of the big players. This thesis focuses on how companies can create value through proper management of their brands; using the case of Toyota Ghana limited. The work here was to find out the brand management strategies of Toyota and how these strategies have contributed to its success. Several strategies for managing brands were discussed in this work. The findings were that, successful brand management impacts positively on the company's market share.
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Strategic management of the brand Axe
Sedláková, Zuzana ; Postler, Milan (advisor)
The thesis analyses marketing strategy of Axe brand which belongs to portfolio of brands of Unilever. Theoretic part contains basic information about issues connected to brand such as it's importance, basic concepts and building brand's value. Particular sections include the questions of marketing management and marketing mix. The aplicational part introduces the market od deodorants and basic trends on this market. This part describes the strategy of Axe in Czech Republic and the market where the brand is struggling it's position for. Attention is given to marketing activities in 2006 - 2007 and their results and effects on the position of the brand among others.
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Perceived brand value among students of Czech universities
Benedikt, Jiří ; Kališová, Libuše (advisor) ; Zamazalová, Marcela (referee)
The perceived brand value consists of brand's recall and recognition, perceived quality, customer loyalty to the brand and other factors. These factors, together with other associations and values are researched in this thesis on four Czech and four foreign brands among students of Czech universities. The aim is to compare and evaluate results of the research of brands in different branches of business and to find its strengths and weaknesses.
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Significance of Trademarks and Geographical Marking in the International Trade
Kochová, Jitka ; Štěrbová, Ludmila (advisor) ; Almerová, Hana (referee)
Bakalářská práce pojednává o ochranných známkách a zeměpisných označeních. První a druhá kapitola je zaměřena na problematiku právní ochrany těchto institutů, a to na úrovni národní, evropské a mezinárodní. Třetí kapitola nahlíží na ochranné známky a zeměpisná označení z pozice podniku, jehož cílem je uspět na silně konkurenčním mezinárodním trhu. Na ochranné známky aplikuji SWOT analýzu ukazující význam těchto označení pro mezinárodní obchod v podmínkách současného právního prostředí.
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Analýza marketingové strategie značky Telka
Titlbachová, Klára ; Postler, Milan (advisor) ; Bojdová, Lenka (referee)
Práce analyzuje marketingovou strategii značky Telka společnosti Opavia-LU. Teoretická část shrnuje poznatky o strategickém řízení, nástrojích marketingu a budování hodnoty značky. Aplikační část obsahuje analýzu vnitřního a vnějšího prostředí značky Telka, dále analýzu marketingové strategie do roku 2007 a důvody její neúčinnosti. Na základě výsledků spotřebitelského výzkumu je sestavena nová marketingová strategie značky, která je v roce 2007 implementována.
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