Bc. Eliška Veselá

Master's thesis

Branding – its history and new challenges

Branding – its history and new challenges
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 …more
 

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
Identifier: https://is.vsfs.cz/th/e4914/

Thesis defence

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

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