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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Brand recognition differences of the Tatra Koprivnice company after 1989
 Jabůrek, Václav ; Halada, Jan (advisor) ; Klimeš, David (referee)
The aim of this bachelor thesis is to analyse the current condition of the Tatra Kopřivnice brand. Whereas before 1989 it was one of the most important factories of the Czechoslovak industry, after the Velvet revolution its brand image was severely damaged due several events that occurred. The theoretical part of this thesis describes the specifics of marketing and commercial communication in the industry and B2B business, as well as the theory of brand management. Next chapter focuses on the most important events in the history of Tatra factory that somehow defined it in the public eye. The history after 1989 is described separately. After the analysis of the selected media in the period between the 1st of January 2014 and 1st of January 2015, and the analysis of social media communication of Tatra Trucks Company, communications recommendations were made. The goal of these recommendations is to eliminate the damage that was caused by several affairs associated with Tatra that took place in the last years.
Detailed record
Brand recognition differences of the Tatra Koprivnice company after 1989
 Jabůrek, Václav ; Halada, Jan (advisor) ; Klimeš, David (referee)
The aim of this bachelor thesis is to analyse the current condition of the Tatra Kopřivnice brand. Whereas before 1989 it was one of the most important factories of the Czechoslovak industry, after the Velvet revolution its brand image was severely damaged due several events that occurred. The theoretical part of this thesis describes the specifics of marketing and commercial communication in the industry and B2B business, as well as the theory of brand management. Next chapter focuses on the most important events in the history of Tatra factory that somehow defined it in the public eye. The history after 1989 is described separately. After the analysis of the selected media in the period between the 1st of January 2014 and 1st of January 2015, and the analysis of social media communication of Tatra Trucks Company, communications recommendations were made. The goal of these recommendations is to eliminate the damage that was caused by several affairs associated with Tatra that took place in the last years.
Detailed record

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