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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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The Fiat Brand - Issues and Opportunities of FCA Brand Portfolio Management
Marmo, Mattia ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Značka a hodnota značky jsou pojmy, o kterých se diskutuje již desetiletí, a to obzvlášť v automobilovém průmyslu, aniž by bylo dosaženo jednotného názoru. Tato diplomová práce si klade za cíl analyzovat tyto témata ve vztahu k značce Fiat, která je již od svého vzniku silným hráčem na Evropském trhu. Práce se zabývá změnami ve vnímání spotřebitelů, a také problémy a příležitostmi jimž tato značka čelí, za účelem posílení image značky a jejího postavení na světovém trhu. Ve svých čtyřech kapitolách tato práce nabízí široké pochopení značky Fiat, která je součástí portfolia automobilové skupiny FCA. První kapitola představuje teoretický rámec, který je základem pro další části práce, zatímco druhá kapitola se věnuje historii značky Fiat a struktuře portfolia značky po akvizici společnosti Chrysler. Třetí kapitola obsahuje strategii Fiatu a skupiny FCA přijatou na další léta, jejímž cílem je posílit účast na automobilovém trhu. Poslední kapitola se věnuje problémům a příležitostem, které tato italská značka má, jakožto hlavní hráč v rámci portfolia skupiny FCA.
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Market position of a private label
SAHANOVÁ, Jitka
The main aim of this bachelor thesis with the theme Market position of a private label is to define the recommendation of private labels development in selected retail trade. The partial aims are focused on introducing range of private labels and finding out their market position. The theoretical part rests on studying of literature and the practical parts described the offer of the private labels of selected retail trade and realization of quantitative marketing research through a questionnaire survey. The result of this bachelor thesis is the draft recommendation for development of the private labels.
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