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Brand Management of a Selected Brand
Daly, James ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
Cilem teto diplomove prace je zamerit se na predmet ktery se tyka rizeni znacky (branding). Primarnim cilem je shrnout problematiku rizeni znacky a nasledne aplikovat dosazene poznatky o vybrane znacce pusobici na ceskem trhu v prumyslu onlinovych hudebnich prehravacu. To znamena vyhodnoceni analyticke casti, ktera popisuje stavajici strategii rizene znacky a jeji soucasnou situaci na trhu. Zminene vyhodnoceni znacky vychazelo z prehledu teoretickych ramcu a jejich strategickych moznosti obsazenych v teoreticke casti. Nasledne jsou navrzeny pripadna doporuceni, ktera nabizi strategicke moznosti rizeni znacky, jez jsou navrzeny k tomu, aby znacce pomohli vylepsit svou pozici na ceskem trhu.
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Brand building draft of new textile brand
Dolanská, Barbora ; Průša, Přemysl (advisor) ; Chmelař, Petr (referee)
The theme of this bachelor thesis is Brand building draft of new textile brand. First part is aimed at description of brand, elements of brand, brand identity, brand positioning and its vision. Practical part is focused on draft of my own brand, which includes specific presentation of particular brand elements, brand vision, its identity, brand positioning and last but not least marketing communication, price strategy and distribution plan.
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Analysis of marketing communications of Nivea brand
Kokindová, Eva ; Říha, David (advisor) ; Marjovičová, Miriam (referee)
The main aim of this thesis is to analyze the marketing communications of the brand Nivea. The goal of the thesis is to evaluate the brand communication with strong focus on advertising and the impact it has on purchase of Nivea products. In the theoretical section defines terms such as marketing, marketing mix, communication mix and its components. The practical part is focused on the analysis obtained from the questionnaire survey.
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The importance of brand positioning with the application on Google
Vacková, Veronika ; Postler, Milan (advisor) ; Součková, Michaela (referee)
The first chapter of the diploma thesis is a theoretical background for the following, practically oriented chapters. It discusses a brand and its importance in marketing, and also deals with brand identity, image, brand awareness, methods of determining brand value and positioning strategies. The other two parts of thesis are practical and focus directly at the brand Google. The second chapter introduces the company Google and subsequently analyzes brand attributes and its perception in the Czech Republic. It also focuses on brand awareness, its value and comprehensively evaluates a current communication strategy. The third and final chapter is devoted to an overall evaluation of the brand's position in the Czech Republic, problematic aspects and recommendations for future direction of the brand. It also includes a comparison of the brand's position abroad.
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Brand positioning World Class Czech Republic
Rakoušová, Sandra ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
My diploma thesis called "Brand positioning World Class Czech Republic" is focused on the analysis of the position of the brand on the Prague market of fitness centers. As the result of this analysis, I conclude my work by the recommendations to improve marketing communication of World Class company. In the theoretical part, I defined the concept of marketing, I have summarized his history, describing the various elements of the marketing mix and SWOT analysis. The next chapter is devoted to market segmentation, targeting and positioning. To conclude the theoretical part, I define the brand, its history, elements and types, I also mentioned the brand value. In the practical part, I assess the fitness field and also market of fitness centers in Prague. In the next chapter, I presented the brand of World Class Czech Republic, including its history, philosophy, representation in Prague and in the world as well and offer of services. Next, I drew on the results of my own research survey. I described a SWOT analysis and competitive analysis. Based on the responses I have analyzed the target group for the World Class brand. Subsequently, I analyzed the current marketing communication of the company, and I propose appropriate amendments that would increase its effectiveness. In the epilogue, I noted the main recommendations for brand communication.
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Brand positioning Carla
Kotíková, Vanda ; Postler, Milan (advisor) ; Šmíd, Josef (referee)
This diploma thesis called "Brand positioning Carla" is focused on the analysis of the position of the brand Carla on the Czech market. My recommendations are based on this analysis. The theoretical part describes current marketing and marketing trends, the components of the marketing mix and SWOT analysis. The second chapter describes the brand's development, history, trends and brand elements. The third part of the theoretical part is focused on marketing promotional and communication activities. Last chapter describes brand positioning. The practical part of my thesis is mainly based on internal information which was provided directly by the Carla company, also other techniques as interviews with company management and a questionnaire were used. The first part is focused on company presentation and history of the Carla company. Then I evaluated its market position and analyzed strengths, weaknesses, opportunities and threats of the so-called SWOT analysis. Also an analysis of competition and description of the company's distribution channels is included. The next chapter describes the segments which are products targeted. In conclusion, I described the promotional activities of Carla and suggested promotional activities for the company's new product.
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