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Development of Competitiveness of Company in the Context of Brand Extension
Vrána, Jan ; Slavkovský, Radim (referee) ; Zich, Robert (advisor)
This diploma thesis aims on enhancing the competitiveness of the company IMI Partner a.s.. It consists in the proposal of marketing communication, which will serve to extension of the brand Pierre Cardin. The first part of the thesis contains the theoretical starting points concerning the brand, its identity and value, communication and extension of the brand. In the second, analytical part, the aspects of Pierre Cardin's brand life have been analyzed. In the last, proposal section, the proposal of Pierre Cardin's communication has been drawn up, including a timetable and sales forecast in order to enhance competitiveness of the company IMI Partner a.s..
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Development of Competitiveness of Company in the Context of Brand Extension
Vrána, Jan ; Slavkovský, Radim (referee) ; Zich, Robert (advisor)
This diploma thesis aims on enhancing the competitiveness of the company IMI Partner a.s.. It consists in the proposal of marketing communication, which will serve to extension of the brand Pierre Cardin. The first part of the thesis contains the theoretical starting points concerning the brand, its identity and value, communication and extension of the brand. In the second, analytical part, the aspects of Pierre Cardin's brand life have been analyzed. In the last, proposal section, the proposal of Pierre Cardin's communication has been drawn up, including a timetable and sales forecast in order to enhance competitiveness of the company IMI Partner a.s..
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International trade with writing instruments
KADLECOVÁ, Michaela
The purpose of this thesis was to analyse current situation in the stationery market within European Union. The results show that there is a strong competition in this business branch. In the member states of EU, there are more than 60 cooperating stationery manufacturers that are associated under the EWIMA organization. EWIMA plays an important role in the process of harmonisation of relevant legal provisions of individual member states with common legal framework of EU. The legal provisions of EU are focused mainly on the consumer protection, harmlessness of products, safety, environmental protection and also at waste management and treatment of chemicals.
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