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Occupancy space of the corporate brand - a sociological study
Loukota, Petr ; Novotná, Eliška (advisor) ; Musil, Martin (referee)
This work focuses on how various brands are using billboards along the motorways, the place they take up and the impact which billboards have on drivers. In my work, the marketing view is connected with the sociological one. I am specifically focusing on one defined part of the motorway D5 in the direction from Rokycany to Prague. There is one unique part of my work in which I describe the reaction of drivers to billboards along the roads. I used one-to-one interviews with selected drivers who have just passed the way from Rokycany to Prague. I asked them few questions about their perception of billboards and the brands on them. The work also offers a view on the way how brands take up place in our environment.
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Budování značky zaměstnavatele na příladu globální společnosti působící v ČR
Baraćová, Kristina ; Dvořáková, Zuzana (advisor) ; Zajacová, Zuzana (referee)
Ambition of the thesis is to identify and evaluate tools that companies use to build and strengthen its employer brand in the external labour market, and internally among its employees and apply the theory of building employer brand on concrete company. The theoretical part of the thesis focuses defining brand as such, its theory and components moving through corporate brand to definition and concept of employer brand and its elements and ways of building an employer brand. The methodology of work consists of analysis of dedicated literature and papers on the topic and publicly available information about chosen company. In practical part, the thesis analyses concrete company and its employer brand using external and internal questionnaire research.
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The corporate brand building
Wisterová, Veronika ; Odehnalová, Jitka (advisor) ; Olléová, Michaela (referee)
The target of this master's thesis is to follow the process of corporate brand building of the company Starkl zahradník, to analyse it and to suggest possible improvements. The thesis is divided into four main sections. The first section deals with the theoretical aspects of the corporate brand building. The second section observes the process of brand building of the brand Starkl zahradník. The third section deals with the survey that was carried out and analyse its results. This survey was performed by a questionnaire which was focused on the image and awareness of the corporate brand Starkl zahradník. Then the image was compared with the positioning of this brand. In the last section there are suggested recommendations for improvement of the corporate brand building of the brand Starkl zahradník.
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Proposal of ecological communication strategy for well known consulting company
Ondrušová, Martina ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Diploma thesis deals with the creation of environmental corporate image and with designing a communications strategy in order to address environmental program. In the world of globalization and increased competition, companies strive to differentiate their business in unconventional way. Differentiation is being done by open communication and also by socially responsible behavior. The goal of the thesis was to point out that each and every company can run its business ecologically, even the consulting company operating on B2B market. Building the environmental image, however, requests new values being integrated into common internal processes and creating new corporate identity visible to public. The content of the thesis is divided into theoretical and practical part. The theoretical part deals with the corporate identity, corporate image and brand. Other chapters are devoted to the theory of communication, corporate social responsibility and environmental aspects of business. The practical part includes description of the company and proposal of comprehensive environmental program. The final chapter of practical part describes the plan of external and internal communication strategy which is inevitable for building environmental corporate image.
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Presentation of the company and their products using various graphical techniques and procedures
Stejskal, Jiří ; Šedivá, Zuzana (advisor) ; Benáčanová, Helena (referee)
The essay addresses the issues of the proper principles of company presenting from the perspective of corporate indentity and options of product presentation. First part of the essay is devoted to the topic of expressing certain traits with graphic procedures, which are demonstrated on concrete examples. We are going to deal with issues of dynamics, power, simplicity or complexity and colour. Further away essay is devoted to the issue of creating of individual elements of company design - corporate brand, business cards and approaches paper as a portable media. Then essay is devoted to comparison of suppliers of company design, reflects the difference between tradesman graphic designer and major graphic studio and also mentions basic computer applications, which are suitable for creating graphic elements. The second part of the essay is devoted to comparison of various web portals in terms of their presentation, clarity, colour balance, but mainly in terms of product presentation with usage of various graphic techniques, product description and related issues of navigation menus. The conclusion of the work is devoted to new trends in area of product presentation. Portals for comparison were intentionally chosen with various specializations and there are new techniques of presentation mentioned for each one.
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Optimization and Control of the Communication Strategy of the Prescription Drug (in cooperation with sanofi-aventis)
Norková, Silvie ; Král, Petr (advisor) ; Eretová, Iva (referee)
The thesis addresses the analysis of the marketing mix in the pharmaceutical industry with a detailed focus on the promotion and communication channels of the prescription drug. The aim is to help a company with a control and optimization of the communication strategy so that it is adapted to the new trends. The differences between the prescription drug and the over-the-counter drug in the aspects of communication, promotion and the role of branding is drawn. Several methods such as analysis, description and marketing research are used. The thesis is divided into five main chapters.
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