Branding – its history and a new challenges (history of branding and its challenges in 21st century)

Bc. Michal Pribylinec

Diplomová práce

Abstract:

The dissertation deals with branding its history and new challenges. Preliminary the thesis deals with importance of branding in 21st century. The paper continues with challenges of branding in 21st century while focusing primarily on brand identity, brand authenticity, brand value and innovative marketing strategies. Our main goal was to find out if companies focusing on their brand identity and brand authenticity experience better positioning in minds of customers and therefore also higher loyalty among customers. After our desk research and the interview with Milan Formánek the head of marketing and management for ODIVI we were able to approved one of the hypotheses.

Keywords

Branding, marketing, brand, identity, authenticity, fashion, history

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 28. 4. 2016

Obhajoba závěrečné práce

• Obhajoba proběhla 24. 6. 2016
• Vedoucí: PhDr. Karel Eliáš, CSc.
• Oponent: Mgr. Pavel Kotyza

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication