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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Brand extension as a marketing strategy of the project Tapi Tea
 Balík, Lukáš ; Říha, David (advisor) ; Roll, Aleš (referee)
The aim of this bachelor's thesis is to clarify the issue of brand extension and propose a strategy for particular brand -- Tapi Tea. This brand is keen to use the extension as one of the competetive advantage and possibility how to attract a wider audience. The theoretical part of this thesis deals with basic concepts of strategic management, branding and brand extension. The practical part consists of proposed strategy, which is based on specific research with representatives of the new target group.
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