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Brand Image and Brand Identity
Lukavská, Klára ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was conducted among the consumers of Proenzi brand and the comparison of brand image and brand identity. To conclude, there are presented suggestions for improvement and recommendations for future research extensions.
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Entrance of the Czech firm to the Turkish market (based on case study)
Lukavská, Klára ; Černá, Iveta (advisor) ; Kopecký, Jan (referee)
The aim of the Bachelor thesis is to analyze the business case of small Czech firm, based on theoretical knowledge, whose core business is production of motor oils and industrial lubricants. The firm tried to enter Turkish market. This try, however, happened to be unsuccessfull. The first chapter characterizes Turkey as such, its macroeconomics indicators and the specifics of business negotiation. The second chapter describes the business relationship among Turkey and EU, the custom procedure and custom formalities. The third chapter gives idea about the forms of entrance to the foreign markets, payment conditions and possibilities of insurance in international business. Finally, the fourth chapter analyzes the case study, provides the suggestion of the alternative approach and gives the idea of the possible solutions of the current situation of the firm.
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