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National Repository of Grey Literature

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Theory of archetypes and using of symbols during branding of insurance companies in Czech Republic Krejčí, Ondřej ; Machek, Martin (advisor) ; Karlíček, Miroslav (referee) Theory of archetypes is one of several methods how to find the direction for building and managing of brand. This theory is based on theories C. G. Jung. Main objective of this thesis is to find out how companies on Czech market are using archetypal identity. And whether they have urge to use archetypes or similar approaches. In this thesis are also mentioned other theories, methods and methodologies, which helps with building and managing of brands. Practical part of this thesis is about branding of insurance companies. Main element of this part is quality research, especially interview with experts, which have lot of experience with branding and archetypes. Next part of thesis is focused on analysis of communication strategies of largest insurance companies on Czech market and on analysis of rebranding ING to NN in 2015. Detailed record

Image of the brand Kérastase Paris Bláhová, Petra ; Koudelka, Jan (advisor) ; Novotná, Barbora (referee) The aim of the diploma thesis is to determine a perception of the brand Kérastase Paris by consumers in Czech republic and Slovakia and compare it with the identity of the brand. I want to expose consumer habbits in the field of hair care and find out opinion about marketing communication of the brand Kérastase, that is supposed to correspondent with the brand strategy. I also want to expose main characteristics of loyal customer of the brand and propose some marketing recommendation for the brand Kérastase Paris. Detailed record

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