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Proposal for Effective Firm´s Communication by means of Branding
Alexová, Veronika ; Kaňovská, Lucie (referee) ; Konečná, Zdeňka (advisor)
This bachelor´s thesis deals with principles, forming, measuring and increasing brand equity. It targets the marketing concept of the brand and underlines brand perception by end consumer. Its aim is to apply comprehensive knowledge of strategic brand management, carry out Red Bull case study, perform marketing research by question-form method and through interpretation of the results make a proposal for communication strategy.
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Branding Strategy of Company for the Czech Market Entry
Šoukal, Michal ; Hoffmann, Přemysl (referee) ; Zich, Robert (advisor)
Diplomová práce je zaměřena vstupní strategii značky Virtika na český trh. Za účelem dosažení tohoto cíle author zkoumal literaturu zaměřenou na metodiku značky od Ko Floora a koncept Brand Prizm. V analytické části byly provedeny analýzy prostředí Českého trhu, analýza odvětví, klíčových konkurentů a vnímání značky zakazníky. Tyto analýzy pomohly autorovi identifikova budoucí pozici značky na Českém trhu. Na základě výsledků analýz, autor vytvořil návrh řešení vstupní strategie značky and zvýšení její konkurence schopnosti na Českém trhu.
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Design Manual as a Part of Marketing Communication
Šárková, Lenka ; Vaňous, Marek (referee) ; Mráček, Pavel (advisor)
This bachelor thesis deals with corporate identity, corporate design and subsequent design manual. It is divided into three parts. The first one summarizes the theoretical knowledge about marketing communication, corporate identity and design. The second part concentrates on the analysis of the current situation of corporate design in the company. Using all gathered information I created a design manual, which serves as a unification of the company’s visual image. Klíčová
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Strategic Brand Development
Kopecká, Irina ; Mráček, Pavel (referee) ; Zich, Robert (advisor)
The diploma thesis focuses on the strategic development of the brand of the selected winery Znovín Znojmo. The work is divided into three parts. The theoretical part defines the market, customers, competitors, brand, brand identity and communication mix. The second part of the work is the analytical part, which aims to evaluate the current situation of the company and determine possible steps to develop the brand. The last part of the diploma thesis is a recommendation based on knowledge gained from the first parts for the strategic development of the brand.
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Strategic Brand Development of Company
Kružík, Jiří ; Čechmánková, Silvie (referee) ; Zich, Robert (advisor)
Diploma thesis is focused on the brand building proces of the retail chain with sports equipment Decathlon. Appropriate theoretical concepts for brand development and for identification of competition are identified in the thesis. On the basis of this knowledge and using the methodology of market and competition analysis, the next part of the thesis analyzes the brand and its position towards competition, the market, as well as the survey of customer perception. The final step is to formulate suitable measures for brand development in the chosen market, which are based on the previous parts of the work.
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The Level of Risk Posed by Online Marketing Communication of the Engine Tables Brand
Pokorný, Marek ; Plachký, Leoš (referee) ; Chlebovský, Vít (advisor)
Target of master's theasis is find, analyze and identify all risks of online marketing communication Engine Tables. The theoretical part describes theoretical basics of marketing, basic concepts of marketing and methods of work. In the analytics part are basic information about company, marketing problems, PEST analysis, market analysis and competition. I will analyze all risk, that may happen at online marketing enviroment. In the last part are all results, their efficiency, financial demands and contribution of individual solutions.
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Development of Competitiveness of Company in the Context of Brand Extension
Vrána, Jan ; Slavkovský, Radim (referee) ; Zich, Robert (advisor)
This diploma thesis aims on enhancing the competitiveness of the company IMI Partner a.s.. It consists in the proposal of marketing communication, which will serve to extension of the brand Pierre Cardin. The first part of the thesis contains the theoretical starting points concerning the brand, its identity and value, communication and extension of the brand. In the second, analytical part, the aspects of Pierre Cardin's brand life have been analyzed. In the last, proposal section, the proposal of Pierre Cardin's communication has been drawn up, including a timetable and sales forecast in order to enhance competitiveness of the company IMI Partner a.s..
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