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Brand Name, Creating and Evaluating
Hudcová, Lucia ; Pernica,, Martin (referee) ; Hanušová, Helena (advisor)
This bachelor thesis is focused on brand name, its creating and evaluating. In the theoretical section it explains the concept of branding and it formulates the methods and procedures in the process of creation and brand valuation. The thesis is also focused on the role of brands in the formulation of institutional marketing strategies. The practical section contains an analysis of the current state and brand analysis of NetWings solutions s.r.o. The goal of this bachelor thesis is to propose additional procedures in the process of maintaining and brand valuation.
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Theatre institutions as brands and their equity
Tulka, Martin ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The objective of this theses is to help find a way of building and measuring brand equity in a specific environment of theatre institutions. Chosen objectives are achieved by confronting the theoretical bases of building brand equity and the practice performed by theatre institutions, which was identified through semi-structured interviews with the marketing managers of 5 selected institutions. The result is a series of general recommendations for individual brand equity subcategories: loyalty, awareness, perceived quality and brand associations. Theatre institutions should apply strategic brand thinking, use appropriate branding tools regarding their financial and time possibilities, target audiences, and artistic leadership. They should focus on identifying the core audience, developing and promoting audience loyalty, managing the interaction of audience and employees as brand representatives, establishing a positioning and use it in communication, extending a brand to other communication channels, on the quality of the services, achieve harmony between audience associations and the brand concept. These recommendations may be adapted by theatre institutions and used to build brand values more effectively.
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Brand Name, Creating and Evaluating
Hudcová, Lucia ; Pernica,, Martin (referee) ; Hanušová, Helena (advisor)
This bachelor thesis is focused on brand name, its creating and evaluating. In the theoretical section it explains the concept of branding and it formulates the methods and procedures in the process of creation and brand valuation. The thesis is also focused on the role of brands in the formulation of institutional marketing strategies. The practical section contains an analysis of the current state and brand analysis of NetWings solutions s.r.o. The goal of this bachelor thesis is to propose additional procedures in the process of maintaining and brand valuation.
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The Brand and its importance in mobile phones' segment
Maksimenko, Elena ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
In my bachelor thesis I would like to answer questions related to consumer behaviour using theoretical knowledge and practical research. In the first part I will describe brand, its influence on consumer behaviour, significance of advertising and promotional campaigns for building brand and their impact on individuals. I would also include nationality and gender differences in purchasing decisions. In the second part scientific research will be carried out concerning this subject and its results will be evaluated.
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