Branding – its history and new challenges

Bc. Eliška Veselá

Master's thesis

Abstract:

The subject of this Diploma Thesis is to define terms, which are related to the branding problematics and their following application. The Diploma Thesis consists of two main parts, and the theoretical part is focused on explanation and clarification of the terms, which are applied in part practical. The terms are following: brand, brand strategy, brand elements, brand name, logo, and brand architecture. The practical part is dedicated to the brand proposal for a starting company. The first part is devoted to the introduction of the company, which is in the process of establishing and its product. Followed by determination of organisation’s mission and vision, values, and objectives. The second part is dedicated to the brand elements proposals, and the last part is made by the brand architecture project.

Keywords

Branding, brand strategy, brand elements, brand architecture, brand equity, brand awareness, brand image, brand positioning, points of parity, points of difference, and brand identity.

Language used: English

Date on which the thesis was submitted / produced: 12. 4. 2017

Thesis defence

• Date of defence: 14. 6. 2017
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: Ing. Jiří Šnajdar

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication