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Brand archetypes of TOP 10 czech athletes
Pichlová, Kristýna ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Brand archetypes of TOP czech athletes Objectives: The aim of this work is to determine the brand archetypes of the TOP 10 czech athletes. Methods: The bachelor thesis uses a combination of quantitative research with elements of qualitative methods. Electronic questioning was chosen as the most appropriate way to obtain the necessary information from Generation Y. The questionnaire survey involves first demographic data and then projective techniques - the respondent assigns colours to each athlete's brand based on the emotions the athlete evokes. Subsequently, brand archetypes are assigned to each athlete's brand based on the psychology of color and the limbic model. Results: Determining athlete brand archetypes using projective techniques based on color psychology is feasible. However, it has been found that in order to determine brand archetypes, it is necessary that the research population knows the athlete in question. For the athletes that the research set did not know, it was not possible to determine the archetype - for Vít Přindiš and Jakub Vadlejch. For Jakub Vadlejch, however, it was possible to determine at least the dimensions in which the archetype of the athlete could be located. Ester Ledecká was assigned the archetype of the Innocent. To Barbora Špotáková the archetype of...
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Generation Z and sports brands
Šustrová, Tereza ; Voráček, Josef (advisor) ; Navrátilová, Miroslava (referee)
Title: Generation Z and sports brands Objectives: Main goal of the diploma thesis is to find out brand importance in decision-making process of generation Z living in capital city of Prague using group interviews. Methods: The qualitative method was used in the diploma via group interviews. Scenario of the group interviews was based on literature search. Audio record was taken during the interview which was used with notes to analyzing the data. Summary protocol method was used to rewrite data from audio record. Results: For generation Z living in the capital city of Prague, the brand plays its role in the buying decision-making process in all its phases in the purchase of sporting goods. Generation Z living in capital city of Prague got good relationship with sporting brands. They are willing to pay more money for branded goods and they are loyal to brands. Keywords: generation Z, brand, sports brand, consumer, consumer behavior, buyer decision process
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Large sporting events' brand identification
Petráčková, Jana ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee) ; Eger, Ludvík (referee)
Title: Large sporting events' brand identification Objectives: The main objective of this work is to identify the brand personality of Summer Olympic Games and FIFA World Cup by means of marketing research. Methods: In connection with the primary data collection a method of written and electronic questioning was used. The brand personality identification of the above mentioned brands was performed based on the brand personality measurement method according to Geuens, Weijters and De Wulf (2009). For the obtained data interpretation their statistical analysis was performed. Results: Based on the research results, the brand personality of Summer Olympic Games can be described by the dimensions Responsibility, Activity and Simplicity and by characteristics stable, responsible, active, dynamic and simple. The brand personality of FIFA World Cup can be described only by the dimension Activity and by characteristics active, dynamic and innovative. Keywords: Sports brand, brand personality, brand personality measurement, brand image, brand identity, Summer Olympic Games, FIFA World Cup.
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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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Marketing research of brand image with running assortment
Gerža, Karel ; Čáslavová, Eva (advisor) ; Procházka, Jan (referee)
1 Abstract Title: Marketing research of brand image with running assortment. Objectives: The aim of the bachelor's thesis is to identify the current image of the Mizuno brand in terms of users of running equipment at UK FTVS through marketing research. It is about finding out, what associations respondents associate with the brand, how they perceive the brand, their awareness of the brand related to a certain knowledge of the brand and last but not least, their experience with the brand. Based on the results of the research, measures will be proposed that would lead to the improvement of both partial impressions and ideas as well as the overall image of the Mizuno brand and help to improve its position on the Czech market. Methods: The method of work is marketing research carried out using electronic research. Results: The results of the study show that the respondents have a fairly acceptable knowledge about the origin of the Mizuno brand, its logo and its authentic running technologies. However, few respondents were able to correctly identify the Mizuno brand slogan, which is not very encouraging given the importance for the brand. In terms of awareness among respondents, in connection with the run the Mizuno brand ranked 5th behind brands such as Nike, Adidas, Asics or Reebok. The last two mentioned...
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Communication Strategy of Reebok from 2016 to Present
Pitterlingová, Tereza ; Halada, Jan (advisor) ; Báča, Ladislav (referee)
The aim of the bachelor thesis is to analyse communication strategy of Reebok in the Czech Republic between 2016 and 2018. The theoretical part includes definition of marketing communication and single tools of communication mix. In the practical part, I briefly focus on the history and development of Reebok brand and its position in the Czech market. I introduce some sports that Reebok brand focuses on. Then, I describe the grassroots of the Reebok global communication strategy and subsequently I analyse the concrete parts of the communication mix in the Czech Republic via descriptive method combined with information obtained from the interviews. Finally, I evaluate the present communication strategy of Reebok brand on the Czech market and propose some steps that could possibly lead to more effective communication of the brand.
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The marketing research of the image of sports brands
Vacková, Kateřina ; Voráček, Josef (advisor) ; Čáslavová, Eva (referee)
Title: The marketing research of the image of sports brands Objectives: The objective of the inquiry is to identify the image of the 5 best known sports brands on the Czech market from the Prague generation Y point of view, whose age limit is defined by Bergha (2012). At the very end of the survey we then compare the acquired results with one another. Methods: The center of interest was the brand and how the consumer perceives it. The marketing research, used in this survey in the form of the electronic inquiry, can be assessed as quantitative with the use of qualitative techniques. It is based on studying the respondents' approach to competitive brands from one market segment. As crucial in the questionnaire was a battery of personal qualities, which was however supplemented by modified projective techniques, i.e. association tests and emotional connection of brands with colours. Results: The inquiry results show that among strongly perceived personal qualities of the examined sports brands is "trustworthy" which gives the impression of active life and health. Among neutrally perceived attributes is "exciting" and quite unapt characteristic is "aggressive". When evaluating the emotionality of the brands by means of limbic mapping, colours like black, white, blue and red predominantly dominate....
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The marketing research of personality of sports brand Nike
Ondrášková, Adéla ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee)
Title: The marketing research of personality of sports brand Nike. Objectives: The aim of this bachelor thesis is to find out on base of marketing research what is the personality of sports brand Nike like. Then base on results of research to propose possible solutions, which could have influence for better quality of strategic management of brand Nike. The research will be directed at strength and weaknesses of the brand and how important these aspects are for customers. Methods: For a collecting of primary data was used a method of written questioning with some characters of electronic questioning. The brand personality identification of sports brand Nike was based on the brand personality measurement method according to Jennifer Lynn Aaker (1997). The interpretation of obtained data was performed by their statistical analysis. Results: The research results showed, that the brand personality of sports brand Nike can be described by characteristics original, cheerful, trendy, cool, young, imaginative, Up-to-date, independent, contemporary, successful, leader, confident and good-looking. On the contrary charakteristics family-oriented, small-town and secure aren't typical for sports brand Nike. Keywords: sports brand, personality, marketing research
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Large sporting events' brand identification
Petráčková, Jana ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee) ; Eger, Ludvík (referee)
Title: Large sporting events' brand identification Objectives: The main objective of this work is to identify the brand personality of Summer Olympic Games and FIFA World Cup by means of marketing research. Methods: In connection with the primary data collection a method of written and electronic questioning was used. The brand personality identification of the above mentioned brands was performed based on the brand personality measurement method according to Geuens, Weijters and De Wulf (2009). For the obtained data interpretation their statistical analysis was performed. Results: Based on the research results, the brand personality of Summer Olympic Games can be described by the dimensions Responsibility, Activity and Simplicity and by characteristics stable, responsible, active, dynamic and simple. The brand personality of FIFA World Cup can be described only by the dimension Activity and by characteristics active, dynamic and innovative. Keywords: Sports brand, brand personality, brand personality measurement, brand image, brand identity, Summer Olympic Games, FIFA World Cup.
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Brand Image and Brand Identity - Selected Issues
Petráčková, Jana ; Filipová, Alena (advisor) ; Průša, Přemysl (referee)
This thesis focuses on building strong brands through brand image and brand identity. Therefore, an analysis of various factors that influence both brand image and brand identity was carried out. The most important of these factors are brand value and related brand value models, corporate social responsibility, and new trends in brand management as for example digital marketing, viral marketing, event marketing and sponsorship. The aim of the performed research is to identify the image of two most valuable sports brands, Nike and Adidas. Based on the results the image of both brands is compared and furthermore, a comparison of the Nike's brand image with its identity is performed.
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