Branding kulturního projektu: VISION Prague Fashion Events

This bachelor thesis analyzes the branding and rebranding of the cultural project VISION Prague Fashion Events, which operated under the name Student Fashion Show (SFS) until March 2024. The aim of the thesis is to present the theoretical foundations of branding and rebranding, analyze the implementation of the project’s rebranding, and evaluate its success within the context of fashion events. The theoretical part defines key concepts related to the brand, its identity, equity, and significance in marketing communication. Furthermore, it specifies branding elements, including storytelling, design, and customer relations, with a particular focus on the specifics of branding in the fashion event industry. The practical part analyzes the specific process of building the brand and the subsequent rebranding of the VISION Prague Fashion Events project, including the marketing strategy and communication tools used. This section also evaluates the target group's reactions to the changes and provides a comparison with similar projects, such as Fashion Event Dotek or Mercedes-Benz Prague Fashion Week. The thesis concludes with specific recommendations for further brand development and successful communication.