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Congruence of Brand personality of selected tennis brand and brand personality of tennis player
Soumar, David ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Congruence of Brand Personality of Selected Tennis Brand and Brand Personality of a Tennis Player Objectives: This work aims to identify and analyse the brand personality of the brand. After identifying both brand personalities, the correlation will be used to determine if brands have the same characteristics and whether there is any dependence between them. Methods: The method of quantitative electronic survey was used in this thesis. Data from respondents were collected with the use of an electronic questionnaire. The research sample consisted of respondents with knowledge of the examined brands. Data were analysed using descriptive statistics (arithmetic mean, mode, standard deviations) and regression and correlation analysis. Results: Based on the research data, we can state that both examined brands are perceived as dynamic, active, and simple. Despite having the same characteristics classified as most descriptive, the dependency occurred only in one of the twelve examined characteristics. Keywords: brand personality, tennis, branding, corporate image, brand management
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Image firmy a její reflexe z pohledu zákazníků
Kománková, Magdaléna
Bachelor thesis focused on exploring customer's perception of corporation image, causes of the perception and factors that create image. In this thesis is examined from both theoretical and practical point of view corporation image and customer's reflection of that image. Knowledge is aplicated on the corporation of TPF group, s.r.o. In theoretical part are defined necessary concepts. In practical part is researched image of the corporation according to how his customers percept it. As the main searching method were used questionnaires (semantic differential). As supplementary method for specification of information were used interviews. Final application should help the corporation to find out what its weak sides of image are and what does it need to work on. It is also really good to know what customers percept positively and then keep doing it.
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Marketing research of selected tennis Brand Value
Soumar, David ; Čáslavová, Eva (advisor) ; Procházka, Jan (referee)
Title: Marketing Research of Brand Value of Selected Tennis Brand Objectives: The aim of this work is to identify and interpret present perception of the Pacific brand value by its most common users - tennis players of any skill level, focusing on professional players, using the marketing research. Try to find possible improvements of the brand value. Methods: The method of quantitative electronic survey was used in this thesis. Data from respondents were collected with use of electronic questionnaire. The research sample consisted of respondents interested in tennis. Those who were familiar with the brand's products were also able to evaluate their quality. Results: Based on the research data we can state, that Pacific's brand awareness is still relatively small among tennis players. On the other hand, positive founding consequent from the research is that quality of the products was perceived as slightly above average. Respondents also informed, that after trying a product they remained faithful to the brand. Keywords: tennis, branding, goodwill, corporate image, brand management
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The brand as a way of life
Kabíčková, Edita ; Kašparová, Eva (advisor) ; Urban, Bohumil (referee)
This thesis collects the information about concrete trademark and its marketing activities. By using the detailed analysis of Quiksilver Company its image and marketing communication the thesis indicates the importance of building a strong brand and shows how far can marketing goes. It includes analysis of the company´s image and marketing tools used by Quiksilver, through available documents and questionnaire survey. The main objective of this thesis is to capture the image of Quiksilver brandon the Czech market. The final section includes the evaluation of actual actions on the examined market and the provision of suggestions for improvement.
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University Relations of IBM
Novotná, Eva ; Nový, Ivan (advisor) ; Louda, Jan (referee)
The content of the thesis is analysing current tools for building a positive image which IBM is trying to make in relationship with students. Related research helped to find out how the company influences students and if the activities of the IBM are effective. Theoretical part analyses the field of University Relations as a piece of Public Relation and connected company image. The next section describes the IBM company, especially the areas which are connected with the main topic of the thesis. The consequent own research discovered how IBM effect on university students, if students know about the possibilities which IBM offer them and which experiences students have with IBM. Based on the results of the research I have made few recommendations for company. The work was elaborated especially for employees of Communication and Marketing department in IBM to show them the possibilites of further improving of the company's image. The thesis may also be profitable for students. It can help them expand their awareness of the possibilities of cooperation with a prestigious company during their studies.
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