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Brand image and identity of Mercedes-Benz
Václavík, Lukáš ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
The thesis is focused on a brand perception of Mercedes-Benz in the Czech market. The theoretical part describes the terminology related to the concept of brand image and identity. The practical part includes an analysis of data obtained from MML-TGI and from own research, which seeks to reveal the identity or inaccuracies in the perception of image and brand identity. Displays the actual image of Mercedes-Benz and also determines whether there is a refutation of prejudices about the brand Mercedes-Benz that exist in the Czech Republic.
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Starbucks brand building
Chigovanina, Valeriya ; Odehnalová, Jitka (advisor) ; Průša, Přemysl (referee)
The aim of this bachelor thesis is to find out, what we should know and undertake to build a strong brand. In the theoretical part there is information about the brand in common (what is it, what kinds of brand there are etc.), as well as characteristics of processes of brand building and management and its components. The practical part deal with Starbucks brand building, as an example for the previous part.Here there is also information about history of this corporation, its performance on the global coffeehouse market, and there are also particular data about Starbucks' rate of success on the Czech market, its local competitors, customers and problems of this coffeehouse chain, that were revealed through the author's research. There is also suggested a way, how to eliminate these problems.
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Image analysis of the brand PiM`s
Vemeová, Daniela ; Zamazalová, Marcela (advisor) ; Koudelka, Jan (referee)
PiM's is young brand on the market, that is interesting by its courageous modern strategy. Main aim of my master thesis is reveal perception of the brand PiM's by consumers and compare it with its identity. Thesis is devided to theoretical and practical part. In theoretical part I defined term brand and its basic characterictics. Also I defined PiM's history and brand identity. In methodological part I chose and defined methods suited for analysis of the image. In practical part I applied methods as analysis of secondary data and survey by on-line questionaire. On these basis, I enlisted important information about image of the brand PiM's. By comparison of identity and image I reach the whole analysis of the image and I gave recommendations, how to built image successfully in the future.
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Brand image and identity of Quiksilver
Simanová, Jana ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
The thesis focuses on Quiksilver brand image and identity. The theoretical part explains the differences between the concepts, for example concept of the brand, brand value, image and identity, as well as other concepts, which are related to this issue. The practical part analyses the perception of the brand on our market.
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The meaning of colors in marketing
Kváčová, Monika ; Zeman, Jiří (advisor) ; Fialová, Jitka (referee)
Colour is an integral part of products, services, packaging, logos, and other collateral and can be an effective means of creating and sustaining brand and corporate images in customers' minds. Through eleven countries -- eleven different cultures from South, North, Central and Eastern Europe, North America, Asia and Africa, the study explores subjects' preferences for different colours (indicating the favourite one) as well as various colour combinations. Moreover, it investigates the meaning associations with an assortment of nine colours -- white, yellow, orange, red, blue, green, purple, brown and black. The results show cross-cultural patterns of both similarity and dissimilarity in colour preferences and colour meaning associations. The search for a "universally attractive" colour and colour combination point out to the colour blue and the blue-white colour combination that replicates the "blue phenomenon". However, it is suggested that every single colour communicates very unique messages that need to be understood in the first place before using the colour for any kind of marketing communication. The circumstantial findings imply that age and globalisation influence significantly the investigated topic of colour meanings and preferences.
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Brand image and identity of Red Bull
Kubátová, Karolína ; Zamazalová, Marcela (advisor) ; Černá, Jitka (referee)
The thesis is focused on a comparison of the image perception and brand identity of Red Bull. The theoretical part explains the difference between the concepts of identity and brand image, how the brand sees itself and how it is perceived from the perspective of consumers. Further information is also given in the context of the topic. This analysis yields a comparison between the brand's identity and the inaccuracies in the perceptions of the brand image, and reveals the real image of Red Bull.
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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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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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Adaptation of the Starbucks Coffee Company marketing strategy on the Czech market
Pekáriková, Katarína ; Machková, Hana (advisor) ; Štěrbová, Ludmila (referee)
Purpose of this diploma thesis is Starbucks marketing strategy analysis on the Czech market. Theoretical part focuses primarily on company characteristics with regard to its historical development, key values, brand identity and positioning. This also covers company's global strategy, ways of international expansion and requirements for perspective business partner. Practical part analyses Czech market, its macro-environment and competition in the field. In addition present thesis includes SWOT analysis, practical examples of marketing strategy adaptation as well as marketing mix.
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