Karel Samek
Bachelor's thesis
Branding firmy Preciosa Lighting
Branding of company Preciosa Lighting
Abstract:
Tato práce je zaměřena na strategické řízení značky. Tématem této práce je branding sklářské firmy Preciosa, divize Lighting. Cílem práce je návrh na zlepšení procesu budování značky ve firmě Preciosa. Tyto návrhy jsou vytvořeny na základě analýzy a porovnání tří sklářských značek s použitím systému archetypů. Bylo zjištěno, že sklářské firmy postupují v procesu budování značky velice podobně. Jako …moreAbstract:
This thesis is aimed on strategic brand building. Topic of this thesis is branding in Preciosa Lighting. The aim of this thesis is the proposal to improve the process of brand building of this company. These suggestions are based on analysis of brand building of three brands of glassworks with use of archetypes. It has been discovered that glassworks use very similar techniques. Some practical suggestions …more
Language used: Czech
Date on which the thesis was submitted / produced: 2. 12. 2016
Thesis defence
- Supervisor: doc. Ing. Jana Přikrylová, Ph.D.
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- světu
Other ways of accessing the text
Institution archiving the thesis and making it accessible: ŠKODA AUTO a.s., ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.ŠKODA AUTO a.s.
ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.Bachelor programme / field:
Economics and Management / Business Administration and Sales
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