Využití počítačové grafiky při budování značky

The purpose of this bachelor’s thesis is to analyze the role and importance of computer graphics in creating a brand and its corporate identity. The first part of the work is therefore devoted to the theory of computer graphics: the history of its development, types and basic concepts used in this field. The next part focuses on a comparison of the two most famous competing coffee chains - Starbucks and Costa Coffee. In addition to the analysis of their corporate identity, attention was also paid to marketing aspects such as the target group, positioning and SWOT analysis. In this regard, a survey among coffee lovers was also conducted to extend the comparison of these two brands. The analysis of the data obtained from the respondents showed which of the two chains consumers like the most and why. The third part of this thesis is based on theoretical knowledge and personal experience. It is focused on modeling my own cafe and creating a unique corporate identity and Brandbook for it. In this way, the analysis of two coffee chains and the setting of a visual style for a fictional company shows the role of computer graphics in creating the corporate identity of the brand and at the same time proves its importance in the areas of marketing and business.