Komunikační aktivity vybraných světových značek

The aim of this thesis called Communication activities of selected global brands is to analyze communication activities of Apple, Google and Coca-Cola and describe its common elements. The conclusion should also bring confirmation or rejection of the hypothesis that there exist common elements within these three brands which can be one of the reason of its success. The theoretical part covers two main areas, namely the issue of brand and commercial communication. The practical part documents a detailed analysis of three selected brands. The analysis itself always follows after description of circumstances which influence the existence of concrete brand. These include especially history and evolution of brand value over time. Thesis provides complex comparison of communication activities of three successful brands of our time and consideration about its merit to achieved results.