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Marketing research of Kappa brand value
Michálek, Lukáš ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Marketing research of Kappa brand value Objectives: The main objective of this work is to find out degree of brand awareness of the Kappa brand between current students of Faculty of physical education and sport of Charles University in Prague. Through marketing research, we find out current brand awareness of the Kappa brand between current student of Faculty of physical education and sport of Charles University in Prague. Methods: In the bachelor's thesis, there is used method of quantitative research. With technique of electronic questioning we examine the brand awareness of the Kappa brand by the current students of Faculty of physical education and sport of Charles University in Prague. Specifically Top-of-mind effect, brand recall, brand recognition and knowledge about sponsorship of brand Kappa. Results: The research showed that current students of Faculty of physical education and sport of Charles University in Prague know that Kappa brand exists, but they lack of deeper awareness, there is no Top-of-mind effect. Even aided and unaided awareness isn't high enough. Students can connect Kappa brand with Italy and they recognize logo very well. But they have no clue about sponsorship of Kappa brand. Keywords: brand value, brand awareness, unaided awareness, aided awareness, marketing...
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Marketing research of Kappa brand value
Michálek, Lukáš ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Marketing research of Kappa brand value Objectives: The main objective of this work is to find out degree of brand awareness of the Kappa brand between current students of Faculty of physical education and sport of Charles University in Prague. Through marketing research, we find out current brand awareness of the Kappa brand between current student of Faculty of physical education and sport of Charles University in Prague. Methods: In the bachelor's thesis, there is used method of quantitative research. With technique of electronic questioning we examine the brand awareness of the Kappa brand by the current students of Faculty of physical education and sport of Charles University in Prague. Results: The research showed that current students of Faculty of physical education and sport of Charles University in Prague know that Kappa brand exists, but they lack of deeper awareness, there is no Top-of-mind effect. Even aided and unaided awareness isn't high enough. Students can connect Kappa brand with Italy and they recognize logo very well. But they have no clue about sponsorship of Kappa brand. Keywords: brand value, brand awareness, unaided awareness, aided awareness, marketing research, Kappa
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Marketing of financial services
Žarnaiová, Martina ; Křížek, Tomáš (advisor) ; Vacek, Vladislav (referee)
The objective of this master thesis is to analyze the contemporary situation on the Czech banking market in terms of investments into marketing communications. The efficiency of investments into marketing communications is analyzed in terms of awareness of banks surveyed, namely recognition, recall and Top Of Mind. This master thesis consists of three parts. The first part provides theoretical background and the base of the analysis. This part includes the objectives of communication on the banking market and the ways how to measure these objectives. The second part, the analytical part, is focused on the main objective and particular banks which are subjects of the analysis. In this part, hypotheses are defined. I will try to prove these hypotheses afterwards. In case of opposite results I will try to find out why my hypotheses were incorrect. The third part is focused on the conclusions of the analysis and to provide information for investment decisions in following periods.
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