Analýza vztahu dospívající mládeže a oděvní značky Nike

Mgr. Jan BLAŽEK

Bachelor's thesis

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Analysis of relationship: teenagers and clothing brand Nike

Abstract:

Práce se zabývá vztahem velké mezinárodní oděvní značky a teenagerů. Klade si za cíl analyzovat vzájemný vztah, tedy jakým způsobem Nike komunikuje s teenagery, a jak teenageři nahlížejí na značku. Klíčovým materiálem pro práci je dotazník, který se zabývá mj. popularitou, povědomím a pozicí Nike vůči konkurenci z pohledu teenagerů. Důraz je kladen také na popis propagace, kterou Nike k oslovení tohoto tržního segmentu vyzužívá.

Abstract:

My bachelor work, the title of which is {\clqq}Analysis of relationship: teenager and clothing brand {--} Nike, is aimed at mutual relationship between certain clothing brand and its target audience. The objective is to clarify promotion channels Nike uses for communication with one of its market segment (teens), explain the style of this communication and set brand{\crq}s positioning. I want to describe teenager{\crq}s up-to-date views and options on what is Nike{\crq}s (and similar brands like Adidas, Puma and Reebok) position when compare to modern snowboard and skateboard brands (Burton, Meat Fly, Quiksilver, Vans) {--} whether it is considered too much commercial and snobbish, or {--} on the other hand {--} it{\crq}s a adorable brand. Further, I want to reveal what is teenager{\crq}s attitude to famous clothing brands and what{\crq}s the attitude to their contemporaries who wear this type of clothes

Keywords

oděvní značka, Nike, teenageři, propagace

Language used: Czech

Date on which the thesis was submitted / produced: 6. 5. 2005

Identifier: 513

Thesis defence

• Date of defence: 26. 5. 2005
• Supervisor: ak. mal. Šárka Šišková

Tomas Bata University in Zlín

Faculty of Multimedia Communications

Bachelor programme / field:
Media and communication studies / Marketing and social communications