Branding-its history and new challenges - Henkel AG & Co. KGaA, as an example of development and new challenges in branding

Ing. Eike Zawallich, B.Sc.

Diplomová práce

Abstract:

In this thesis it is described how branding developed throughout history and the modern challenges that branding faces. A theoretical description of the branding history and its modern challenges mentioned in the relevant literature is done. An analysis of the applied branding of the Henkel AG & Co. KGaA and its brands is done to help to illustrate how branding developed throughout history and what some of the modern challenges that branding faces today are. Branding as applied to male and female markets is analyzed using data from the Schwarzkopf website specifically within the hair care segment. The applied branding of Schwarzkopf within the hair style and coloration segment is analyzed and the applied branding of Syoss is presented.

Keywords

Schwarzkopf, Syoss, Schauma, Henkel, branding, history, challenges, female market, male market, marketing, hair care, hair style, coloration, beauty care, branding strategy

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 18. 4. 2014

Obhajoba závěrečné práce

• Obhajoba proběhla 19. 6. 2014
• Vedoucí: PhDr. Karel Eliáš, CSc.
• Oponent: Ing. Jiří Šnajdar

Vysoká škola finanční a správní

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