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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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Brand personality Škoda Auto and its influence on sponsored international sport events
Višněvský, Andrej ; Čáslavová, Eva (advisor) ; Omcirk, Vilém (referee)
Title: Brand personality Škoda Auto and its influence on sponsored international sport events Objective: The aim of this thesis is to measure the brand personality of Škoda Auto and to define its effect on the sponsored international sport events Ice Hockey World Championship and Tour de France. The level of concordance of the personality characteristics will be measured by comparing the results of brand personality between the brand Škoda Auto and the brands of sponsorship. High level of concordance of personality characteristics of brands is assumed in long-term sponsorship. Methods: To identify the brand personality, the standardized method of measuring brand personality by Belgian authors Geuens, Weijters, De Wulf 2009 is utilized, which allows to measure and compare brands of different product categories. The agreement rate of personality characteristics gets measured by comparison of averages of brand personality characteristics and regression and correlation analysis. Results: Škoda Auto is perceived as a stable and responsible brand. International sport events Ice Hockey World Championships and the Tour de France are perceived as active and dynamic brand. During comparison of averages of brand personality characteristics, a higher level of concordance between the brands Škoda Auto and Ice...
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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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Designing a packaging design for paper products of a stationery company
Hábová, Anna ; Khabirova, Maja (advisor) ; Phung, Hyu Nghia (referee)
This bachelor's thesis is about connecting packaging design with corporate identity. It describes the process of creating with an emphasis on connection between visual side and brand image. The theoretical part puts this theme into broader context, but simultaneously describes basic concepts related to corporate identity, packaging design and positioning. It tackles the general process of designing packaging for a brand on its brand positioning. In the practical part the options on how to design packaging connected with brand positioning are being discussed. There is also an example of the process of designing a packaging for a stationery company.
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Analysis of Corporate culture of ČEZ a.s.
Šabatková, Jana Daniela ; Koudelková, Petra (advisor) ; Shavit, Anna (referee)
The thesis called "The Analysis of Corporate Culture in CEZ" is mapping the tools and analyzes the processes of Internal Communications, which are the drivers of Corporate Strategy and shape the Corporate Culture of the company. The thesis is divided into two parts. The first part deals with theoretical approaches to Corporate Culture and Internal Communications, including their definition, implementation and applied tools, based on a search into work by domestic and foreign academics and practitioners of Corporate Communication and PR. The second part focuses on the factual description of the functioning of the Corporate Culture, the processes which affect the creation thereof, and, above all, on the analysis of ČEZ a.s. attitude towards the Corporate Culture and the efficiencz of its practical implementation through the Internal Communication channels. The synthesis and analysis provides some recommendations for the improvement of the processes forming the Corporate Culture.
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Corporate identity of TK Most
Čechová, Karolína ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
Title: Corporate Identity of TK Most Objectives: The objective of this work is to create the list of recommendations that lead to improvement of corporate identity of TK Most. Methods: Method of non-structured interviews with players of the club, SWOT analysis. dates analysis and participant observation made by myself were used for corporate identity analysis and subsequently proposed recommendations. Results: It was revealed that corporate identity of TK Most has a couple of weaknesses. It negatively influences image of the club in eyes of players. Respondents agreed on three main areas that are essential for improvement of corporate identity of the club. Those factors are communication, organization and club facilities. As a solution, there was made a complex project of recommendations focusing on individual parts of corporate identity. Keywords: tennis, corporate identity, corporate design, corporate communication, corporate culture, corporate product, corporate image
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Brand personality Škoda Auto and its influence on sponsored international sport events
Višněvský, Andrej ; Čáslavová, Eva (advisor) ; Omcirk, Vilém (referee)
Title: Brand personality Škoda Auto and its influence on sponsored international sport events Objective: The aim of this thesis is to measure the brand personality of Škoda Auto and to define its effect on the sponsored international sport events Ice Hockey World Championship and Tour de France. The level of concordance of the personality characteristics will be measured by comparing the results of brand personality between the brand Škoda Auto and the brands of sponsorship. High level of concordance of personality characteristics of brands is assumed in long-term sponsorship. Methods: To identify the brand personality, the standardized method of measuring brand personality by Belgian authors Geuens, Weijters, De Wulf 2009 is utilized, which allows to measure and compare brands of different product categories. The agreement rate of personality characteristics gets measured by comparison of averages of brand personality characteristics and regression and correlation analysis. Results: Škoda Auto is perceived as a stable and responsible brand. International sport events Ice Hockey World Championships and the Tour de France are perceived as active and dynamic brand. During comparison of averages of brand personality characteristics, a higher level of concordance between the brands Škoda Auto and Ice...
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Impact of Corporate Identity activities on the image of ČEZ Basketball Nymburk
Marčeková, Kristína ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Impact of corporate identity activities on the image of ČEZ Basketball Nymburk Objectives: The goal of this thesis is to determine how Prague home games spectators perceive each corporate identity components of the club ČEZ Basketball Nymburk, subsequently to analyze overall club image in the eyes of the spectators and to determine problematic areas using questionnaire which is serving as a stimulus for suggestions and recommendations. Methods: In the thesis was used quantitative method of questionnaire survey to provide greater number of respondents. Respondents were questioned in writing and electronically. Important source of information were also interviews with the club management and spectators. For interpretation of gained data were used graphs and statistical functions arithmetic average, median, modus, skewness, kurtosis and standard deviation. Results: Marketing research has shown that spectators perceive image of the club ČEZ Basketball Nymburk rather positively. However, some problematic areas has crystalized in particular components of the corporate identity where the club management can implement changes to strengthen the identity and positive perception of the club. Keywords: marketing research, questionnaire, corporate identity, corporate image, basketball club
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