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Idintifikace faktorů úspěchu českých značek
Tamchynová, Martina ; Král, Petr (advisor) ; Zlatić, Marija (referee)
In the world full of competition, the brand represents a certain way, how to differentiate the company from its rivals. However, some companies successfully built their brand, but others not. The main aim of this master thesis is to identify the successful factors of selected Czech brands and analyze, why selected brands are successful on the market. Theoretical background creates the introductory part of the thesis, where the terms brand, brand equity and brand identity are explained. It follows with description of successful brand as it is stated in different academic sources. For further analysis, Czech brands are selected with the help of the survey on the Czech market. In the last part of the thesis, the success factors of the selected Czech brand are identified by the application of Kapferer's brand identity prism model. By the application of this model, the strong and weak aspects of the brand identity of each brand are revealed. In conclusion, the different factors of success are pointed out.
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