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National Repository of Grey Literature

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The perceptions comparison of brands Gant and Ralph Lauren for students of the Charles University and the University of Economics Bui Dang Manh, Hoang ; Shavit, Anna (advisor) ; Koudelková, Petra (referee) The subject of this bachelor thesis is the qualitative survey focused on perception of two fashion brands Gant and Ralph Lauren. The sample consisted of students from the Charles University and the University of Economics in Prague. Products and promoted values of these brands are namely inspired by the preppy subculture that is related to the cultural environment of the Ivy League universities. However, in the Czech Republic there is no such subculture. At first I describe the brief histories and marketing mixes of both brands. I tried to extensively characterize the corporate identity and image. Methods of marketing communications are suggested but the goal was not to deal with them thoroughly. In the next part of this thesis I present the results of the focus group sessions which were intended to observe students' opinions and impressions of brand values and provided visual materials from 2009 to 2011. The goal of the thesis was to find out if there is any perceived difference in both brands' visual communication. Next whether they are able to understand the brands' values despite the obvious absence of the preppy subculture in the Czech Republic. In the conclusion I suggest other methods of observing the processes of perception. I also recommend ways how to improve the corporate identity in the... Detailed record

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