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Brand Name, Creating and Evaluating
Hudcová, Lucia ; Pernica,, Martin (referee) ; Hanušová, Helena (advisor)
This bachelor thesis is focused on brand name, its creating and evaluating. In the theoretical section it explains the concept of branding and it formulates the methods and procedures in the process of creation and brand valuation. The thesis is also focused on the role of brands in the formulation of institutional marketing strategies. The practical section contains an analysis of the current state and brand analysis of NetWings solutions s.r.o. The goal of this bachelor thesis is to propose additional procedures in the process of maintaining and brand valuation.
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Proposal for Effective Firm´s Communication by means of Branding
Alexová, Veronika ; Kaňovská, Lucie (referee) ; Konečná, Zdeňka (advisor)
This bachelor´s thesis deals with principles, forming, measuring and increasing brand equity. It targets the marketing concept of the brand and underlines brand perception by end consumer. Its aim is to apply comprehensive knowledge of strategic brand management, carry out Red Bull case study, perform marketing research by question-form method and through interpretation of the results make a proposal for communication strategy.
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Fans Perception of the brand equity of the HC Sparta Praha
Tománek, Dominik ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Fans' perception of the brand equity of the HC Sparta Praha Objectives: The primary aim of this thesis is to find out how the fans of HC Sparta Prague perceive the equity of this brand. The research will be conducted on the basis of quantitative research, which will be carried out specifically by means of electronic questioning. Methods: The thesis itself is based on theoretical knowledge related to the given topic, specifically the topic of brand equity, and to determine the perception of the brand value of HC Sparta Praha is used marketing research based on quantitative method of questioning, specifically electronic questioning. Results: The results of the research show that the fans of HC Sparta Prague are overwhelmingly men, a large part of whom have supported the club for more than 10 years. This group of fans is very loyal to the club, which is reflected in their frequent attendance at HC Sparta Praha home games, the purchase of merchandising items, and last but not least, the fact that being a fan of HC Sparta Praha is the most important reason for them to attend HC Sparta Praha home games. On the other hand, according to the results, the biggest current problem of HC Sparta Prague seems to be building its new younger fan base. Key words: brand equity, image, loyalty, merchandising,...
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Brand equity of professional sport club
Navrátilová, Iveta ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image
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Marketing research of the Mizuno brand value
Hrušková, Karolína ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Marketing research of Mizuno brand value Objectives: The main objective is to determine the value of the Mizuno brand in terms of the perception of Czech customers from the volleyball market. To meet the main goal, it is necessary to find out what consumers have experienced with the brand. Based on the results of the research, measures will be proposed that could lead to an increase in the perceived value of the Mizuno brand on the Czech market. Methods: Marketing research was proven by a quantitative method of electronic surveying. An electronic questionnaire was used to collect data, through which 358 respondents record their answers. The research sample was composed of volleyball equipment users who answered questions related to Aaker's two dimensions of the brand, namely brand knowledge and brand loyalty. Results: Research has generally shown very positive results for the Mizuno brand. It is the most popular and most often associated brand with volleyball. Mizuno has a leading competitive position, which it should constantly protect from brands such as Asics and Nike. Of the two categories examined, the value of the Mizuno brand appears to be a stronger knowledge of the brand, as almost everyone in the volleyball field is aware of it. Brand elements are also well known among respondents,...
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Marketing Research of the Skechers Brand Value Perception
Sedláková, Klára ; Janák, Vladimír (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing Research of the Skechers Brand Value Perception Objectives: The aim of this study is to determine, with the use of the marketing research, how the (Skechers) brand is perceived by athletes; and then, based on the research results, to propose measures for increasing brand awarness, its popularity and marketability. Methods: Methods used in the work were following: marketing research in the form of an electronic survey (quantitative method, primary), method of data collection and their analysis (secondary) Results: From the results of the resesarch we can conclude that the products made by Sketchers are percieved by the users as affordable, comfortable and resistant. As far as their assets are concerned, we can list a quality of their products and used special technology. Hovewer, the company doesn't seem to be percieved neither as extraordinary, unexpendable nor fashionable. Keywords: brand, perceived value, marketing research
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Theatre institutions as brands and their equity
Tulka, Martin ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The objective of this theses is to help find a way of building and measuring brand equity in a specific environment of theatre institutions. Chosen objectives are achieved by confronting the theoretical bases of building brand equity and the practice performed by theatre institutions, which was identified through semi-structured interviews with the marketing managers of 5 selected institutions. The result is a series of general recommendations for individual brand equity subcategories: loyalty, awareness, perceived quality and brand associations. Theatre institutions should apply strategic brand thinking, use appropriate branding tools regarding their financial and time possibilities, target audiences, and artistic leadership. They should focus on identifying the core audience, developing and promoting audience loyalty, managing the interaction of audience and employees as brand representatives, establishing a positioning and use it in communication, extending a brand to other communication channels, on the quality of the services, achieve harmony between audience associations and the brand concept. These recommendations may be adapted by theatre institutions and used to build brand values more effectively.
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