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Marketing communication in the beginning Academy of Sciences
Homolková, Lenka ; Klimeš, David (advisor) ; Hrabánková, Markéta (referee)
The work focuses on the origin of the Czech Academy of Emperor Franz Joseph for Science, Literature and Art from the perspective of brand building. The aim of this study is to describe and analyze the factors that created the brand of examined institution in the period between 1890-1908, i.e. during the chairmanship of the first president Josef Hlávka. This objective is achieved through theoretic resources of the branding environment in the institutional field and through approach of the historical context of the 19th and 20th centuries` breakthrough. Within this context, the work focuses on the life of Josef Hlávka, his philanthropic activities and policies, the creation of the institutional foundation of Czech science on which basis could the Czech Academy of Emperor Franz Joseph for Science, Literature and Art arise, and contemporary marketing communications in a given period . Due to the lack of a theoretical base of institutional branding to analyze the brand of the Czech Academy of Emperor Franz Josef for Science, Literature and Art a model of political branding of Paul Fawcett and David Marsh, which is also suitable for institutional branding, was used. Powered by TCPDF (www.tcpdf.org)
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