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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Brand analysis of Slevomat.cz Ltd.
 Zachová, Barbora ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
Master´s thesis named Brand Analysis of Slevomat deals with the perception of this Czech brand by the end costumers. Perceived image is determined based on my own research. This diploma thesis consists of one theoretical and three practically oriented chapters. The first chapter serves as a theoretical basis for understanding the whole thesis. The second part focuses on selected company. This part is focused on introduction of the company, SWOT analysis, competition analysis and existing brand strategy. The third chapter describes how the research was conducted and provides its evaluation. The final chapter outlines possible recommendations for the future.
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The perception of Gambrinus brand
 Odložil, Jan ; Horová, Olga (advisor) ; Křítková, Soňa (referee)
The goal of this master´s thesis is to analyse the perception of Gambrinus brand on the Czech beer market and on the basis of the analysis to formulate recommendations for the owners of the brand to maximize the brand value and improve the brand perception. The theoretical part of the thesis is to describe the brand in general, the strategic management of the brand and methods of the research. The practical part of the thesis is focused on the description of the Czech beer market with emphasis on Plzeňský Prazdroj group. In the next chapter Gambrinus brand is analysed in terms of values, marketing campaigns and the market position. The last chapter consists of quantitative and qualitative research with a goal of analysing the perception of Gambrinus brand on the Czech market. On the basis of the results of the research, the recommendations for the owners of the brand are made.
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