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Analysis of the credibility of Brand Finance and Inter Brand ranking performed on the example of L´Oréal Paris trademark valuation
Nejezchlebová, Tereza ; Svačina, Pavel (advisor) ; Mičáková, Veronika (referee)
The main topic of the diploma thesis is the comparison of the evaluation of brand L'Oréal Paris owned by L'Oréal company by the financial evaluation approaches versus rankings publicised by Brand Finance and Inter Brand representing global consultant companies. The goal is to analyze the credibility of Brand Finance and Inter Brand rankings as the examples of companies which publicize global brand rankings. The comparison is done on the specific evaluation of L'Oréal Paris trademark. The potencial is examined in the strategical analysis also with the quality of trademark registered with connection to L'Oréal Paris.The thesis contains financial analysis for the purpose of checking financial health of the company L'Oréal SA. In the last part the trademark is evaluated by the most common valuation methods.. The final value is compared with the ranking values of Brand Finance and Inter Brand.
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CSR and its impact on brand image
Mičáková, Veronika ; Zamazalová, Marcela (advisor) ; Skokanová, Dagmar (referee)
The main aim of this diploma thesis is to discover an evidence of CSR influence upon brand image. More precisely, I will attempt to explore the impact of L'Oréal corporate social responsibility on L'Oréal Paris brand image. The concept of CSR, the center of the brand and brand image are described in the introduction. For better understanding, there are also practical examples provided. Chapter number three creates a fluent connecting link between theoretical and practical part, briefly characterising company L'Oréal and brand L'Oréal Paris. Following practical part focuses on introduction of the above mentioned research, conducted in the form of questionnaire, where semantic differential and physiognomic test were used. In the conclusion we can see the result analysis that consisted of simple summarization and further dependency determination. Based on the results obtained, we are able to answer the crucial question, whether the CSR of L'Oréal influences the L'Oréal Paris brand image or not and to suggest the best way of maximizing the potential positive effect.
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Commercial and cultural uniqueness of Yemen
Mičáková, Veronika ; Gullová, Soňa (advisor) ; Zamykalková, Miroslava (referee)
Práce obsahuje základní charakteristiku Jemenské republiky a její kulturní odlišnosti. Jedná se například o náboženství v zemi, zdejší oblékání, stolování anebo typické či nevhodné dárky. Důraz je v práci kladen i na obchodní zvláštnosti. Čtenáře provede fázemi obchodního jednání ? od uvítací části, přes samotný průběh až k fázi rozhodovací. Dovíte se také, čeho se při obchodím styku s Jemenci vyvarovat a jaké taktiky rozhodování jsou pro ně typické. Význam času a styly komunikace jsou obsažené v závěru dokumentu.
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