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Branding Development at Insurance Company
Taťáková, Zuzana ; Chlebovský, Vít (oponent) ; Zich, Robert (vedoucí práce)
The presented diploma thesis is focused on the use of concepts and brand strategy for the development of the brand Pojišťovna České spořitelny a.s, Vienna Insurance Group. Based on the theory of marketing gurus Ko Floor, Kapferer, Keller, and concepts like brand identity and brand prism are used to analyse the brand's current branding strategy. At the same time, competitors and environment analyses are conducted in order to determine the brand's position on the market. On the basis of the results of the analyses, proposals for the development of the brand concept are determined.
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Development of Competitiveness of Company
Číhalová, Kateřina ; Chlebovský, Vít (oponent) ; Zich, Robert (vedoucí práce)
The main aim of thesis is to design a viable branding strategy for a company. The theoretical part consists of interpretation of branding and strategic brand management. The analytical part examines brand building strategy and position of the company in the market as well as its competitors and potential clients. Based on analysis, a branding strategy proposal is suggested in order to create a competitive and successful brand of the company.
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Branding Development at Insurance Company
Taťáková, Zuzana ; Chlebovský, Vít (oponent) ; Zich, Robert (vedoucí práce)
The presented diploma thesis is focused on the use of concepts and brand strategy for the development of the brand Pojišťovna České spořitelny a.s, Vienna Insurance Group. Based on the theory of marketing gurus Ko Floor, Kapferer, Keller, and concepts like brand identity and brand prism are used to analyse the brand's current branding strategy. At the same time, competitors and environment analyses are conducted in order to determine the brand's position on the market. On the basis of the results of the analyses, proposals for the development of the brand concept are determined.
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Development of Competitiveness of Company
Číhalová, Kateřina ; Chlebovský, Vít (oponent) ; Zich, Robert (vedoucí práce)
The main aim of thesis is to design a viable branding strategy for a company. The theoretical part consists of interpretation of branding and strategic brand management. The analytical part examines brand building strategy and position of the company in the market as well as its competitors and potential clients. Based on analysis, a branding strategy proposal is suggested in order to create a competitive and successful brand of the company.
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Analýza značkové strategie a inovativních možností společnosti OP Papírna s.r.o.
Petrmann, David ; Zamykalová, Miroslava (vedoucí práce) ; Šanovec, Libor (oponent)
Tato práce se zabývá analýzou značkové strategie a inovativních možností společnosti OP Papírna, s.r.o., která se zaměřuje na výrobu tenkých tiskových papírů aplikujících se jako příbalové letáky ve farmaceutickém průmyslu na domácím i zahraničních trzích. Autor práce studuje vznik a úspěšnost značkových papírů OP, současnou značkovou strategii společnosti, doprovodný servis a oblíbenost produktů ve srovnání s konkurencí. Autor dále zanalyzoval současný stav firmy pomocé MOST analýzy, vývoj trhu pomocí PESTE analýzy, inovativní možnosti a příležitosti firmy a SWOT analýzu na jejímž základě odpověděl na předem stanovené otázky.
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