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Corporate Logo of Starbucks and its Semiological Analysis
Gundová, Karolína ; Kladný, Tomáš (advisor) ; Labaiová, Martina (referee)
This thesis focus on semiological analysis of selected corporate logo. Logos are part of the corporate identity and they are surrounding us all the time. Logo is visual identity of brand. Our society is overloaded with logos and that is main reason why logo has to be well remembered, easily recognized and connected with the brand. Logo is a conjunction of graphic design and marketing strategies. This thesis is based on semiotics theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation and connotation. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful.
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Corporate Logo of Starbucks and its Semiological Analysis
Gundová, Karolína ; Kladný, Tomáš (advisor) ; Poštulka, Filip (referee)
This thesis focus on semiological analysis of selected corporate logo. Logos are part of the corporate identity and they are surrounding us all the time. Our society is overloaded with logos and that is main reason why logo has to be well remembered, easily recognized and connected with the brand. Logo is a conjunction of graphic design and marketing strategies. From the semiological point of view, this thesis is based on Roland Barthes's theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation, connotation and myth. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful. Keywords logo, semiology, marketing semiotics, graphic design, corporate identity, myth, conotation, denotation
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Corporate Logo of Starbucks and its Semiological Analysis
Gundová, Karolína ; Kladný, Tomáš (advisor) ; Řehořová, Irena (referee)
This thesis focus on semiological analysis of selected corporate logo. Logo is visual identity of brand. Visual identity is a part of corporate identity. Logo is a conjunction of graphic design and marketing strategies. This thesis is based on semiotics theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation and connotation. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful.
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Strategy for contemporary classical music ensemble
Zaňátová, Hana ; Riedlbauch, Václav (advisor) ; Tyslová, Irena (referee)
The thesis deals with the issue of sustainability of a non-governmental non-profit organization active in the field of culture, taking into account both theoretical and practical perspective. Using the example of Prague Modern ensemble, the thesis demonstrates development of an adequate strategy with use of marketing tools to create brand awareness for the ensemble in a competitive environment. Formulation of a concrete strategy is preceded by definition of a theoretical framework that includes planning, marketing mix with emphasis put on marketing communication, corporate identity and financing with respect to the specifics of non-profit sector. Finally, the thesis provides an analysis of internal and external environment in which the ensemble operates. Based on theoretical framework and summary from the analytical part, the thesis then suggests adequate strategy for building corporate identity, marketing communication, fundraising and finally organization of the ensemble.
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