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Branding building of selected brand
Petránková, Tereza ; Průša, Přemysl (advisor) ; Civín, Ivan (referee)
The aim of this thesis is to create new brand. It focuses mainly on brand elements usage, brand personality, brand equity, brand building through and marketing communication.In practical part of study, I create a my own brand. Based on the findings, recommendations, which should make brand management, are formulated.
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Marketing and image of adidas brand
Jíchová, Klára ; Skokanová, Dagmar (advisor) ; Horák, David (referee)
This thesis is focused on marketing strategy (plan) one of the leaders in the market for sports apparel and footwear, which is adidas. In addition to the entry of adidas, its products and marketing communication, the study also deals with the fact, how consumers perceive the brand or what image it has been built in their eyes.
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Brand management of Dalkia on energetic market
Konečný, Jonáš ; Halík, Jaroslav (advisor) ; Kantorová, Martina (referee)
The bachelor thesis is focused on the analysis of branding and brand management. The analysis is practically applied on the brand of the Czech energetic firm Dalkia. The thesis describes instruments and methods theoretically and practically used by Dalkia. Author ends this work by practical research about the image of the brand and giving summarized recommendations.
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Brand image and identity of Red Bull
Kubátová, Karolína ; Zamazalová, Marcela (advisor) ; Černá, Jitka (referee)
The thesis is focused on a comparison of the image perception and brand identity of Red Bull. The theoretical part explains the difference between the concepts of identity and brand image, how the brand sees itself and how it is perceived from the perspective of consumers. Further information is also given in the context of the topic. This analysis yields a comparison between the brand's identity and the inaccuracies in the perceptions of the brand image, and reveals the real image of Red Bull.
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Impact of BTL activities to Rexona brand on the Czech market
Nosková, Veronika ; Postler, Milan (advisor) ; Sedláková, Zuzana (referee)
The thesis describes the influence of BTL activities (especially sales promotion) to the brand development. The theoretical part covers the background which is necessary for the practical part. It focuses on the commercial communications, sales promotion, consumer competitions and brand. Because in the practical part the questionnaire is made marketing research is also mentioned. The practical part introduces Unilever CR and the role of Customer Marketing department in marketing structure. The following part introduces Rexona brand, its portfolio and also the projects which were implemented in 2008. Then the market of deodorants and distribution channels are characterized. Sales promotion of Rexona and its competitors are analyzed. Then the results of survey, which focuses on consumption and shoping habits, are interpreted. Finally the recommendations for sales promotion are formulated.
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Brand management
Čeřovský, Michal ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.
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The meaning of brands in marketing
Trnka, Marián ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The purpose of the thesis is to explain the meaning of brands in marketing. What is the difference between the brand and product. What the brand means for the company and what for the customer. Which factors determine that some brands are successful while others not. Why is design and storytelling important around brands.Futher, the thesis deals with positioning, product, price, promotion, place, innovation. The last part of the thesis deals with the perception of brands on the cola market.
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