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Branding of foodstuffs in the market of the Czech Republic
Průša, Přemysl ; Drozen, František (advisor) ; Machková, Hana (referee) ; Přibová, Marie (referee) ; Jindra, Jiří (referee)
The aim of this thesis is to summarize and develop a theoretical framework for brand management, which could be usable in the business practice, and apply this framework on a reality of a chosen brand in the Czech foodstuffs - wine market. In the analytical part the aim is to analyze the current status of the chosen wine brand including its current way of brand management and further develop a new system of brand management of the chosen brand using the framework developed in the theoretical part of the thesis. The Czech foodstuffs market has been chosen, because there are no works currently dealing with foodstuffs in relation to brands and the foodstuffs market is strongly affected by the present economic development, when the consumers' purchase power is going down. Very important is the market dominace of the international retail companies together with the growing significance of the private brands. The Czech wine market is even more specific -- it still has rather generic character -- consumers do not decide upon brands, the crucial decisive factor remains the price. A Chilean brand TARAPACA is used for the application part of the thesis -- imported brands account for 50 % of the Czech wine market and TARAPACA is one of the imported brands with the biggest market share in the Czech wine market. The first part of the thesis is devoted to the theoretical fundamentals, its main aim is to develop a definition of a brand, brand identity, positioning and other brand related notions, so that it is possible to work with them in the application part of the thesis. The second part brings an overview of the most important approaches currently used for the brand value assessment -- these are evaluated and criticised in this part of the thesis -- the outcome is a new set of criteria, which can be used for brand value assessment (brand equity). In the third part of the thesis an attention is paid to the problem of brand management as a process, a part of this chapter is also an analysis of the present phenomenon in brand management -- which are private brands. The fourth and fifth chapters of the thesis are based on the application of the theoretical fundamentals on a case of the chosen Chilean wine brand in the Czech wine market. In the fourth chapter an analysis of the current situation of the chosen wine brand is performed including the brand audit according to the scheme of Scott M. Davis. A special attention is paid to the analysis of sales support promotion activities -- as regards their sales and communication impacts (impact on the brand awareness). In the fifth chapter a new complex system of brand management of the chosen Chilean wine brand for the Czech market is developed according to the scheme of Scott M. Davis.
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Brand strategy in international marketing
Pichler, Pavel ; Machková, Hana (advisor) ; Plchová, Božena (referee) ; Jindra, Jiří (referee) ; Kita, Jaroslav (referee)
Brand strategy is one of the key factors influencing the companies' success on the domestic as well as international markets. Brand is a fenomenon, which all consumers, suppliers and companies encounter on daily basis and therefore this topic deserves a proper attention. The main objective of this doctoral thesis is to present a comprehensive overview of the brand strategy in international marketing. There is an intention to provide a definition of brand (trademark) and describe the importance of a brand and make a summary of theoretical and practical knowledge about brands and brand strategy in relation to international marketing and analyze various apects, which represent partial objectives if this thesis. The first part of the thesis provides the definition of a brand, both in the business and the legal sence, and describes the importance of a brand in marketing management; it is emphasized, that the importance goes beyond the 4 P's in the marketing tactics, but it is an integral part of the company's strategy and a centre of interest of the highest management, since the value of the brand often exceeds the value of company's tangible assets. The thesis also proves the increasing importance of a brand from the supply point of view during the single development phases of the marketing concepts. The second part is focused on the value of the brand and it's evaluation and brand equity. It is explained, that a single definition of brand equity doesn't exist and various approaches to this topic are provided. An absolute brand value also doesn't exist, because the value is based upon an estimation of future revenues and profits determined by many factors. The Winning brands methodology from AC Nielsen is introduced as a practical example of a brand equity study. The world's most valuable brands are presented according to Interbrands and MillwardBrown, and it is shown, that the Best Global Brands index (i.e. Top 100 brands according to Interbrands) consistently outperformed the average market's performance given by MSCI and S&P indices; the most successful brands become even more successful. The opinion on transitive economies and the Czech republic from the brands' development point of view is provided, including the available ranking. The third chapter concentrates on building and managing brands. The difference between a product and a brand is provided and put into the context of the product policy as a part of the marketing mix. The link with the brand equity is shown in the sence, that various components of the brand equity represent important areas, where it is necessary to put attention and resources behind in order to build a strong brand. The importance of functional attributes, emotional attributes and attribute of self-expression is highlighted as well as the relation between the brand and the price. Basic objectives when building a brand are reflected in the consumer funnel, which consists of brand awareness, image, trial and loyalty. On the other hand the brand funnel provides a ladder, based on which the level of communication strategy is identified (product attributes, benefits, values, brand essence). Further text concentrates on strategic brand management including various aspects of marketing budget for the brand, internal evaluation of brand achievements compared to pre-defined objectives and institutional aspects of the brand building; different approach of sales and marketing is described, and description of the brand management, marketing management, category management and sales management are provided in detail and key performance indicators are shown in detail from practical point of view. Substantial part is devoted to private labels, which is a segment showing fast growth. Confirmation of one of the hypotheses brings a clear answer, that private labels are not only a tool for price competition, but fulfill also other tasks, like the extension of the consumers' choice, building new categories, providing a promise to consumers supported by the reatiler's reputation etc. In the following part there were identified trends, which can be expected in relation to brand strategy: polarization of brands, further strengthening of strong manufacturers' brands and corporate brands, a trend towards imaginative and creative communication of brands, development towards global brands, rationalization of brands' portfolio, re-branding, growth of private labels, co-branding and prioritization in brand management. In the fifth chapter theoretical approach was applied on the exaples of selected brands, which I worked with in my previous career. Many aspects of the international brand strategy are demonstrated on three brands: Becherovka as a large domestic brand dstributed also on international markets; Red Bull as a relatively young brand, which managed to become a global brand, including the distribution on the Czech market, where I actively participated in the launch; and Seven Crown as one of the world's largest alcohol brands, but which appears rather as a regional brand and a successful adaptation to the local Czech market conditions is shown. I amconvinced, that the main objective of this doctoral thesis, i.e. to present a comprehensive overview of the brand strategy in international marketing, as well as the partial objectives and the pedagogical objective were fulfilled.
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Marketing strategy of the Pierre Fabre brands on the Czech and Slovak market
Mikešová, Marika ; Mikeš, Jiří (advisor) ; Hilburgerová, Petra (referee)
This master thesis deals with the marketing strategy of A-Derma brand on the Czech and Slovak market. In the theoretical part I summarized basic information about marketing mix, brand and strategic brand management. In the practical section there is an introduction of marketing strategies of all the Pierre Fabre brands. Furthermore I focus on detailed analysis of A-Derma marketing strategy and suggest how to imporove it. The analysis evaluates marketing mix and individual campaigns in 2010 and proposes a strategy for 2011.
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The corporate brand building
Wisterová, Veronika ; Průša, Přemysl (advisor) ; Urválková, Lucie (referee)
This study deals with the theme of the corporate brand building. The main aim is to analyze the process of the bulding and directing of the corporate brand. The theoretical part specifies the instruments that firms use for brand building and defines other aspects that are connected to this topic. The practical part applies these instruments on the brand building of the firm Yves Rocher, evaluates their contribution and gives recommendation for their improvement.
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Brand management
Čeřovský, Michal ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.
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Strategy of the Propagation of a Trademark
Bláha, Karel ; Hesková, Marie (advisor)
The aim of this work is to summarize and develop the current theoretical knowledge of the brand and its dissemination. These findings verify the theoretical reality of brand management of selected brands Fischer on the Czech market. Analyze the current state of the spread of the brand Fischer, to express its marketing value and suggest possible improvements. Result of the analysis are then specific recommendations for the brand. Objective evaluation of the brand is also found their place in the market.
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Research of the image of L'Oréal in the segment of students in Belgium
Berčíková, Michaela ; Postler, Milan (advisor)
This paper is divided into theoretical and methodological part. First part defines the concept of the company brand, its role as a non-tangible asset, its value and methods of measurement and the process of strategic management of the brand value. Second part discusses the history of the L'Oréal Group, explains the main steps of the research. It focuses on student's perception of the importance of job conditions and psychological traits in a company as well as evaluation of L'Oréal's performance on these aspects.
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Brand Image and Brand Identity - Selected Issues
Petráčková, Jana ; Filipová, Alena (advisor) ; Průša, Přemysl (referee)
This thesis focuses on building strong brands through brand image and brand identity. Therefore, an analysis of various factors that influence both brand image and brand identity was carried out. The most important of these factors are brand value and related brand value models, corporate social responsibility, and new trends in brand management as for example digital marketing, viral marketing, event marketing and sponsorship. The aim of the performed research is to identify the image of two most valuable sports brands, Nike and Adidas. Based on the results the image of both brands is compared and furthermore, a comparison of the Nike's brand image with its identity is performed.
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