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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Perception of brand McDonald's on Czech market
 Harčár, Tomáš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis explores perception of the brand McDonald's on the Czech market. The objective of this thesis is to test via questionnaire an assumption, which is based on belief that customers find food sold in McDonald's restaurant unhealthy and of poor quality. The thesis contains a theoretic part which presents a basic definition linked to brand building and brand image. Those definitions are further used to explain advertising strategy of McDonald's company. Concluding chapter evaluates the result of questionnaire and then sums up how the McDonald's company promotes their practices to public. From gained information about company's practices it is possible to conclude that the chain of restaurants uses high quality resources and produces food with quality techniques. Although the practices and methods are well promoted by the company, it usually faces negative approach from public. The company tries to improve bad brand image by open approach to information, communication with their customers and presenting new restaurant concepts.
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Perception of the brands Coca-Cola and Kofola on the Czech market
 Svobodová, Julie ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis explores perception of the brands Coca-Cola and Kofola on the Czech market. The objective of this thesis is to analyse and compare perception of these brands by the Czech consumers and consequently propose proceedings to improve marketing strategies of these comapnies. In the theoretical part I attend to brand issue and methods of marketing research. In the practical part I present companies Coca-Cola and Kofola, proceed quantitative research by the method of semantic differential and conseqential qualitative research by the group interview. By conclusion of these results and my discretion I propose the marketing changes for both brands. This thesis shows the strenghts and weaknesses of these two brands: Coca-Cola is percepted by the consumers worse than Kofola in the point of slogan or tune of the company only. But the following research schows that the reason for it may be the poor awareness of the slogan, so I propose to boost the familiarity of the Coca-Cola slogan. On the other side Kofola is evaluated negatively in aspects of design, ditribution and sales promotion, so it should modify its logo, the shape of the bottle, reinforce distribution and sales promotion. Both brands could also improve the quality of consumer competition.
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