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Development of Brand of Company
Benedikovičová, Lucia ; Mráček, Pavel (referee) ; Zich, Robert (advisor)
The bachelor´s thesis is focused on branding of company selling musical instruments. The first part of the thesis deals with theoretical knowledges. In the analytical part is application of theoretical knowledges on the observed company. Based on elaboration of individual branding elements of the company and competition, are processed activities suggestions for brand development of the company.
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Business Plan of Healthy Ice Cream Parlor
Ledvina, Vojtěch ; Oulehla, Jiří (referee) ; Poláček, Tomáš (advisor)
The bachelor thesis will deal with the issue of a business plan. Pre-business decision making, such as choosing a form of business entity (self-employed vs. Ltd.), forms of financing (what product will be most appropriate, or use of own-fund finance). In addition, the work will focus on the possibilities of expansion of the company.
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Business Plan of Healthy Ice Cream Parlor
Ledvina, Vojtěch ; Oulehla, Jiří (referee) ; Poláček, Tomáš (advisor)
The bachelor thesis will deal with the issue of a business plan. Pre-business decision making, such as choosing a form of business entity (self-employed vs. Ltd.), forms of financing (what product will be most appropriate, or use of own-fund finance). In addition, the work will focus on the possibilities of expansion of the company.
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Analysis of the brand DM based on theory of archetypes
Mackenzie, Karolína ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis is based on the theory of archetypes transferred to the marketing environment from personality psychology. In marketing, this theory is applied on brand personalization. In the theoretical part of this thesis, archetypes by Mark and Pearson and further processes of brand building and brand personality are described. In order to understand philosophy of the dm company better, the concept of anthroposophy and its transfer to the company's biodynamic agriculture approach is introduced. In the thesis, a question of the Caregiver archetype as seen in the communication of dm is being solved. There are five elements of communication analysed within the dm brand: products, slogan, spots, company magazine and CSR activities. The level of similarity to the Caregiver archetype is evaluated in these elements. This archetype is the most frequent in children's products and the active beauty magazine, which targets family as its main topic.
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Theory of archetypes and using of symbols during branding of insurance companies in Czech Republic
Krejčí, Ondřej ; Machek, Martin (advisor) ; Karlíček, Miroslav (referee)
Theory of archetypes is one of several methods how to find the direction for building and managing of brand. This theory is based on theories C. G. Jung. Main objective of this thesis is to find out how companies on Czech market are using archetypal identity. And whether they have urge to use archetypes or similar approaches. In this thesis are also mentioned other theories, methods and methodologies, which helps with building and managing of brands. Practical part of this thesis is about branding of insurance companies. Main element of this part is quality research, especially interview with experts, which have lot of experience with branding and archetypes. Next part of thesis is focused on analysis of communication strategies of largest insurance companies on Czech market and on analysis of rebranding ING to NN in 2015.
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Proces of Establishing and Management of Fashion Brand
Švach, Martin ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The diploma thesis "The Process of Establishing and Building a Fashion Brand" deals with the process of establishing a fashion brand, how to write its business plan and which me- thods and techniques are suitable to use to create a fashion brand. The first part of this thesis covers the issues of establishing small business, then it is explained the structure and utilization of business plan and at the end of the theoretical part is closely described fashion marketing, as well as marketing and strategic analyzes and tools, which are generally used for building brands. In the practical part of this thesis the author, according to the acquired knowledge, handles the business plan of the streetwear brand called yen3k. Author focuses on SWOT strategic analysis, market segmentation and mainly on the marketing mix. Especially the promotion part of the marketing mix is described deeply. In conclusion, organizational plan, risks assessment and financial plan are evaluated. Keywords Fashion brand, brand, yen3k, business plan, fashion marketing, entrepreneurship, branding, streetwear, brand establishing, creation of a brand, brand identity, brand building, fashion, clothing vi
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Development of Brand of Company
Benedikovičová, Lucia ; Mráček, Pavel (referee) ; Zich, Robert (advisor)
The bachelor´s thesis is focused on branding of company selling musical instruments. The first part of the thesis deals with theoretical knowledges. In the analytical part is application of theoretical knowledges on the observed company. Based on elaboration of individual branding elements of the company and competition, are processed activities suggestions for brand development of the company.
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Branding and its importance to primary and secondary art market in the Czech Republic
Ludvíková, Daniela ; Janištinová, Anna (advisor) ; Dianová, Markéta (referee)
This masters thesis identifies and analyzes the aspects and specifics of branding of an artist in the art industry, which is relatively different from the branding which we know from the corporate world. The first section defines the theoretical background of the branding and marketing communication with focus on those aspects that are relative to an art and its market specifics. Theoretical definition in combination with the outcome of qualitative research, which was conducted with outperforming contemporary artists and representatives of leading galleries in Czech Republic, helps to outline the most important factors and subjects influencing the artists brand creation process which is described in the practical part of this masters thesis. Besides the quality of the piece of art itself, the aspect of the strong brand is unquestionably increasing the value of artists production. Therefore, this chapter investigates those factors and subjects that have remarkable impact on the value of the artists pieces of art. The last section of this paper gives local and international best examples of contemporary artists with strong brand.
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