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Brand Development of the selected Company
Horák, Jan ; Fait, Petr (referee) ; Chlebovský, Vít (advisor)
This master’s thesis analyses a brand of selected company Engineering Test Institute, public enterprise (SZU), which offers services of testing, inspection and certification. Theoretical part of the thesis is focused on literature research of marketing and branding theories. The key part is the analytical part, which contains a detailed analysis of the current state of the brand "Engineering Testing Institute". The thesis also contains a questionnaire survey focused on both the internal environment of the company and its customers. The research is followed by a final part with possible suggestions on how to further develop the brand.
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Brand Development of the selected Company
Horák, Jan ; Fait, Petr (referee) ; Chlebovský, Vít (advisor)
This master’s thesis analyses a brand of selected company Engineering Test Institute, public enterprise (SZU), which offers services of testing, inspection and certification. Theoretical part of the thesis is focused on literature research of marketing and branding theories. The key part is the analytical part, which contains a detailed analysis of the current state of the brand "Engineering Testing Institute". The thesis also contains a questionnaire survey focused on both the internal environment of the company and its customers. The research is followed by a final part with possible suggestions on how to further develop the brand.
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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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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 aim of the bachelor thesis is to assess the current position of the brand Alpine Pro in the Czech market. The bachelor thesis includes own quantitative 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...
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Brand audit of Mercedes-Benz in the category of premium passenger cars
Žídková, Jolana ; Olšanová, Květa (advisor) ; Lhotáková, Markéta (referee)
The thesis Brand audit of Mercedes-Benz in the category of premium passenger cars is concerned with the evaluation of the position of the brand Mercedes-Benz on the Czech market in comparison with its biggest competitors - BMW and Audi. This is also the main goal of the thesis. The first part of the thesis is focused on defining brand and terms that are connected with brand. Furthermore there is an explanation of brand management, more precisely positioning, marketing programs and secondary associations that are the basic tools of brand building and also introduction and explanation of brand audit. In the second part profiles of brands are assembled and brand audit of Mercedes-Benz based on results of qualitative and qualitative research is made. The conclusion consists of current brand positioning and brand management of Mercedes-Benz. This is also a secondary goal of the thesis.
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