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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Brand Management of Regional Brands
 Štočková, Tereza ; Hesková, Marie (advisor) ; Hajdíková, Taťána (referee)
The aim of the thesis is to introduce and evaluate regional branding occurring in the Czech republic, other countries of the European Union and the EU as a whole. On the basis of the information, the strategies of individual brand programs in the Czech Republic are evaluated and possibilities for improvement are presented. The basic methods of qualitative research used in the practical part of the thesis are the analysis of secondary data and field research. Using identified facts, own regional product is designed to meet the required criteria of the selected territory. In the form of a case study that is created as a manual, its communication activities are designed and the most appropriate branding program, including an explanation of the certification process, has been chosen.
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