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Evaluation of Apple Brand in the Czech republic
Susová, Romana ; Toth, Štefan (advisor) ; Pavel, Pavel (referee)
The thesis covers different approaches Apple is using to attract consumers.
The paper is divided in two parts. The theoretical part includes specific attributes that all together create the final brand image and it also describes the process of building of the relationship between the brand and its customers. In this part special attention is paid to marketing mix and advertisement.
At the beginning of the second, practical, part there is an analysis of different elements of Apple brand image together with description of application of different components of marketing mix in practice. In particular this part describes concrete characteristics that make Apple stand out in tough market competition. Moreover the researcher made a closed questionnaire that aims to describe the relationship between Apple and its users in Czech Republic.
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The brand as a way of life
Kabíčková, Edita ; Kašparová, Eva (advisor) ; Urban, Bohumil (referee)
This thesis collects the information about concrete trademark and its marketing activities. By using the detailed analysis of Quiksilver Company its image and marketing communication the thesis indicates the importance of building a strong brand and shows how far can marketing goes. It includes analysis of the company´s image and marketing tools used by Quiksilver, through available documents and questionnaire survey. The main objective of this thesis is to capture the image of Quiksilver brandon the Czech market. The final section includes the evaluation of actual actions on the examined market and the provision of suggestions for improvement.
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Retro brands and their influence on the consumer behavior of juveniles
Mihalíčková, Veronika ; Říha, David (advisor) ; Dumbrovská, Hana (referee)
This thesis is dedicated to the retro style, namely the Czech retro brands and what is their influence on the consumer behavior of juveniles. The theoretical part defines brand and especially the key term retro marketing. Next part focuses on the renewed Czech brands and it selects four specific examples of these brands. These brands are then analyzed in terms of their history and from the viewpoint of their current strategy. In the practical part, a quantitative research method focus group is made. The outputs of this research are then analyzed and the results are interpreted. The aim of the work is to determine whether the retro brands have any influence on the consumer behavior of juveniles. It also aims to reveal their specific motives for purchase, and whether these include aspects such as history, tradition and origin of the product.
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Jednotný vizuálny štýl pre firmu Dovimex s.r.o.
Ciho, Matej
This bachelor thesis is dedicated to corporate identity and its individual components. In the practical part of this thesis the author deals with the corporate design of Dovimex Ltd. After the analysis of current state of corporate design the principles for creating corporate design will be formulated. In the next section the author describes the design of a new logotype, the functionality is verified on 3D model of building.
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Strategy introduction trademark on the market
ŠŤASTNÁ, Tereza
The aim of thesis was to design a strategy for putting the trademark on the market and appropriate measures to strengthen the brand in the growth phase. I have conducted marketing research that helped me find out how the brand is perceived its current and potential customers and how the company managed to spread brand awareness. I also considered what the brand has a vision and the main objectives and I examined what are its strengths and weaknesses. Following the analysis of the information obtained I propose enterprise strategy in the form of marketing plan that includes specific tactical steps including their monetary value.
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Rebranding
Nejedlá, Iveta ; Odehnalová, Jitka (advisor) ; Doležel, Jan (referee)
This diploma thesis aims to monitor a process of rebranding on an example of the company EFKO-karton, s.r.o. At the beginning of the theoretical part, the basic terms of the issue are defined - brand, branding and rebranding, afterwards a general rebranding campaign framework is introduced along with it's attributes. Unsuccessful campaigns are briefly introduced. In a practical section of the thesis, the evaluation criteria are defined followed by detailed analysis of company's EFKO-karton, s.r.o. rebranding process with focus on the brand Igracek. To validate the success of the campaign from the consumer's point of view, a research has been processed in order to analyze target's group satisfaction with done changes.
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Renewed czech retro brands and their consumer perception
Ševčík, Josef ; Říha, David (advisor) ; Chytková, Zuzana (referee)
This thesis deals with the renewed Czech retro brands and how they are perceived by consumers. The theoretical part defines retro in relation to the brand and it is representing stories of such brands on the Czech market. In the practical part there is a research by form of focus group analyzed, which examines consumer perception of these brands across all age categories. The aim of this thesis is to explore the phenomenon of retro on the Czech market and see how it is perceived by consumers due to age and product category.
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Economic and legal aspects of brand
Kazdová, Hana ; Horová, Olga (advisor) ; Štědroň, Bohumír (referee)
The Bachelor's thesis deals with brands and is mainly focused on the estimation of their value. The purpose of the thesis is to achieve three main goals in the chapters following an introductory theoretical-methodological part. First goal is to perform an analysis of legal protection of brands in the Czech Republic. The analysis shows that all various kind of brands are protected by Czech law mainly by four institutes of private law - trademarks, business firms, protection of personality and unfair competition. The remaining goals are to estimate the value of two formerly used brads Enron and WorldCom to year 2000 and suggest a method, which would be able to calculate the decrease in their value during the consequent years. Both brands are valuated with the help of relief from royalty method and the results signify that both brands used to have an exceptional value. The thesis also suggests using a crude death rate of population to calculate the decrease in brands' value after the termination of their usage and illustrates the decrease in the value of Enron and WorldCom since 2000 to 2025.
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