Becherovka - Pohár českých designérů

The topic of this bachelor thesis is brand support by design contest. The theoretical part consists of brand development, role of brand and it's values for nowaday society. It also describes the important aspects of brand naming and visualisation as well as the difference between brand and trademark. The practical part is based on the chosen design contest Becherovka -- Czech Designer's Cup, for which cost-benefit analysis and ROI (Return on Investment) are elaborated. There are also two pen and paper interviews with two winners of the contest included in this part and also aggregate corporation Pernod Ricard's lap to another creative industries. The result of this thesis is always profitability and positive ROI as well as public awareness amongst designers.