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Proposal for Strategic Brand Development Activities
Gášpárová, Kristýna ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
The thesis focuses on the development of the Czech Republic Army as a brand and the strengthening of its reputation. Within the scope of the thesis, the foundations for the successful development of a theoretical framework suitable for building the brand of non-commercial organizations will be defined. The analytical part will be dedicated to the approaches to branding of the Czech Republic Army and other selected foreign armies. Attention will also be paid to other relevant areas that have an impact on brand perception. Based on the analyses conducted, proposals will be developed to enhance the perception of the Czech Republic Army as a modern, innovative, and reliable organization that is also an attractive employer.
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Congruence of Brand personality of selected tennis brand and brand personality of tennis player
Soumar, David ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Congruence of Brand Personality of Selected Tennis Brand and Brand Personality of a Tennis Player Objectives: This work aims to identify and analyse the brand personality of the brand. After identifying both brand personalities, the correlation will be used to determine if brands have the same characteristics and whether there is any dependence between them. Methods: The method of quantitative electronic survey was used in this thesis. Data from respondents were collected with the use of an electronic questionnaire. The research sample consisted of respondents with knowledge of the examined brands. Data were analysed using descriptive statistics (arithmetic mean, mode, standard deviations) and regression and correlation analysis. Results: Based on the research data, we can state that both examined brands are perceived as dynamic, active, and simple. Despite having the same characteristics classified as most descriptive, the dependency occurred only in one of the twelve examined characteristics. Keywords: brand personality, tennis, branding, corporate image, brand management
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
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Responsible brand management
Bolfová, Natálie
Bolfová, N. Responsible Brand Management. Bachelor thesis. Brno: Mendel University, 2018. This bachelor thesis deals with the mutual relationship between corporate social responsibility and brand management in the Czech coffee industry and is applied on the local coffee-roasting plant Rituale caffè. The main aim of the thesis was, on the basis of a secondary data analysis of the Czech coffee market with its major brands, two questionnaire surveys for coffee consumers and Rituale caffè’s customers, analysis of current CSR activities, branding elements, and considering the threats, opportunities, strengths and weaknesses, to suggest recommendations for the future more responsible brand management. These recommendations include e.g. informing the general public about social and environmental problems with which coffee industry has to deal and promote their current responsible activities. Subsequently, creating a slogan, changing the coffee package material, or, if necessary, employing disadvantaged people. The final proposal is designed and calculated, and secures more responsible brand management, brand awareness and builds a loyalty program.
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Marketing research of selected tennis Brand Value
Soumar, David ; Čáslavová, Eva (advisor) ; Procházka, Jan (referee)
Title: Marketing Research of Brand Value of Selected Tennis Brand Objectives: The aim of this work is to identify and interpret present perception of the Pacific brand value by its most common users - tennis players of any skill level, focusing on professional players, using the marketing research. Try to find possible improvements of the brand value. Methods: The method of quantitative electronic survey was used in this thesis. Data from respondents were collected with use of electronic questionnaire. The research sample consisted of respondents interested in tennis. Those who were familiar with the brand's products were also able to evaluate their quality. Results: Based on the research data we can state, that Pacific's brand awareness is still relatively small among tennis players. On the other hand, positive founding consequent from the research is that quality of the products was perceived as slightly above average. Respondents also informed, that after trying a product they remained faithful to the brand. Keywords: tennis, branding, goodwill, corporate image, brand management
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The comparison of perception of Pilsner Urquell and Budějovický Budvar pale lager brand
Šálený, Michal ; Postler, Milan (advisor) ; Brom, Jaroslav (referee)
The aim of the Master thesis is to analyse the perception of Budweiser Budvar and Pilsner Urquell brand on the Czech beer market. Theoretical part of the thesis deals with the brand and its meaning, its strategic management and the methods that are related to the brand research. In practical part I apply the theoretical knowledge to the Budweiser Budvar and Pilsner Urquell brand and I am coming up with detailed analysis with respect to its values and the current communication campaign. The main part of the work consists of qualitative research, in which I am investigating what attitudes Czech people have to these brands. I am comparing results between both brands. Based on the survey I am suggesting possible recommendations for the future development of Budweiser Budvar and Pilsner Urquell brand on the Czech beer market.
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Brand management of Tchibo
Hodul, Marco ; Průša, Přemysl (advisor) ; Saemann, Steffen (referee)
Hodul, Marco: Brand Management of Tchibo. [Bachelor Thesis]. University of Economics. Faculty of International Relations. International business. Supervisor: Ing. Přemysl Průša, Ph.D. Level of Professional Qualification: Bachelor. City: Prague: VŠE FMV, 2017. Number of Pages (55 pages). The aim of the bachelor thesis was to take apart and analyze Brand Management process. Subsequently, it was reflected to the Brand Management of Tchibo. The thesis is divided into five chapters. First three chapters are the theoretical part of the thesis. Chapter four and five belongs into practical part. Thesis includes twenty eight figures and five tables. The first chapter is devoted to introduction into Brand Management and explanation of basic terms. The second chapter is devoted to Brand Management Strategy and analysis of steps, regarding strategical brand planning. The third chapter is devoted to Brand Equity, explaining key terms in this matter. In fourth chapter, Brand Management terms are applied to case of Tchibo Brand Management - the marketing analysis of Tchibo brand management is applied. This chapter also includes breakdown of Tchibo Brand Management Strategy, Business Model and Identity, subsequently compared with main competitors. The last chapter is devoted to Image of Tchibo, among particular consumer segment. This chapter consists of survey with aim to analyze Tchibo image and associations, tied with younger consumer segment. In addition to outcome of survey, a few recommendations are provided on given issues.
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Štoll, Martin (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. I also wrote theoretical basiscs of semiotic analysis and summary of a research realized for my second thesis, focused on marketing communication of Staropramen. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for...
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Brand Audit as a tool for identifying brand's current position in the market with an example of the brand Alpine Pro
Renčová, Michaela ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis Brand Audit as a tool for identifying a brand's current position in the market with an example of the brand Alpine Pro analyses positioning of a brand in the market in the process of strategic brand management. In the first part of the bachelor thesis important terms that refer to brands and branding are defined. The description of each step in the process of strategic brand management and the tools, which are used for evaluating the position of the brand in the market, follow. One of these tools is called the Brand Audit, which consists of two parts: Brand exploratory and Brand inventory. In the second part of the bachelor thesis the Brand Audit of the brand Alpine Pro is conducted. First, the history of the brand, the target group and the situation in the Czech market of outdoor clothing is described. Then the analysis of four Ps and brand elements follows. The Czech brand Alpine Pro is a distinct brand in the Czech market, due to its cooperation with the Czech Olympic Committee. The Porter analysis of Czech market with outdoor clothing follows. The bachelor thesis includes own quantitative and qualitative research, whose results will serve as a basis for creation of the Brand resonance model of the brand Alpine Pro. In the conclusion of the bachelor thesis strategic and...
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
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