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Scouting in Czech Republic: brand perception research in 2015
Ambrozek, Jakub ; Klimeš, David (advisor) ; Shavit, Anna (referee)
The thesis Brand perception research on scouting in Czech Republic in 2015 aims to gather all available information about Czech scout organization Junák - český skaut, about the brand management instruments used by this organization and mostly about the public perception of the brand of this organization for which data from a professionally conducted brand research will be used. The first part defines areas of marketing theory that are relevant for the thesis. The second part is focused on the organization Junák, its ideological foundations, history, organizational structure and membership base. This part also offers a summary of previously conducted researches and their outputs. The third part focuses on a research made for the organization by Ipsos research organization this spring, confronts the acquired data with previous findings and answers chosen research questions. Generalized conclusions can thereafter serve as recommendations for the Junák's future brand management.
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Bata - Research on Brand's Position
Dlouhý, Petr ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main objective of this diploma thesis was to find out about the position of the brand Bata among consumers of generations X, Y and Z. Thesis is divided in two parts. While the theoretical part examines brand as such, research on the position of the brand Bata is the core of the practical part. The theoretical part takes a closer look at brand's definition, its components, identity, image and personality. Brand's meaning and functions as well as brand equity are also subject to the part of this thesis dedicated to brand. Separate chapters cover Bata as a brand and introduction of generations X, Y, Z. These are main ingredients to the research. The outcome of the research is analyzed in the practical part. Questionnaires were the mean to find out more about the brand awareness and associations with the brand. Furthermore, the questionnaires focused on the characteristics of the respondents as of customers and potential targets for marketing communication. Analysis of the research's results provided an intergenerational comparison of the position of the brand Bata as well as a base for recommendations regarding the targetting of the marketing communication towards generations X, Y, and Z.
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Communication strategy of Budweiser Budvar, N.C.
Laštůvková, Zuzana ; Halík, Jaroslav (advisor) ; Toušek, Radek (referee)
The aim of this Master thesis is to analyse the communication strategy of Budweiser Budvar Brewery in connection with its brand Budweiser Budvar on the domestic beer market. In the theoretical part of the thesis I describe marketing theory, which is focusing on communication mix and brand research. In the practical part I first introduce Budweiser Budvar Brewery, its history, portfolio of products and I evaluate the position of the company on the Czech market as well as on foreign markets. In the following part I analyse the internal and external environment and also the current use of the individual communication tools. I focus mainly on the current advertising campaign. Based on the information I obtained, a SWOT analysis is carried out. I also conduct my own research, which deals with the perception of Budweiser Budvar brand on the Czech beer market. At the end of my thesis I propose recommendations for improvement of the communication strategy and future development of the brand.
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Scouting in Czech Republic: brand perception research in 2015
Ambrozek, Jakub ; Klimeš, David (advisor) ; Shavit, Anna (referee)
The thesis Brand perception research on scouting in Czech Republic in 2015 aims to gather all available information about Czech scout organization Junák - český skaut, about the brand management instruments used by this organization and mostly about the public perception of the brand of this organization for which data from a professionally conducted brand research will be used. The first part defines areas of marketing theory that are relevant for the thesis. The second part is focused on the organization Junák, its ideological foundations, history, organizational structure and membership base. This part also offers a summary of previously conducted researches and their outputs. The third part focuses on a research made for the organization by Ipsos research organization this spring, confronts the acquired data with previous findings and answers chosen research questions. Generalized conclusions can thereafter serve as recommendations for the Junák's future brand management.
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The perception of the brand Radegast on the Czech beer market
Volný, Jan ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The goal of this masters thesis is to design a set of recommendations for owners of the brand Radegast in the field of improving a brand perception, increasing awareness and maximization of brand value, which will be achieved by analyzing the brand and conducting own quantitative research. The first chapter aims to define the brand itself as well as its strategic management. In the second chapter, specifically the brand Radegast is analyzed, including its history, marketing programs as well as the ownership by Plzeňsky Prazdroj and SABMiller. The final chapter contains my own research of perception of Radegast on the Czech beer market together with recommendations for the brand owners.
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