Brand Management of Tchibo

Informace o vysokoškolské kvalifikační práci

Název práce:
Brand Management of Tchibo
Autor práce:
Hodul, Marco
Typ práce:
Bakalářská práce / info:eu-repo/semantics/bachelorThesis
Vedoucí práce:
Průša, Přemysl
Osoba oponující práci:
Saemann, Steffen
Jazyk práce:
English
Abstrakt:
Hodul, Marco: Brand Management of Tchibo. [Bachelor Thesis]. University of Economics. Faculty of International Relations. International business. Supervisor: Ing. Přemysl Průša, Ph.D. Level of Professional Qualification: Bachelor. City: Prague: VŠE FMV, 2017. Number of Pages (55 pages). The aim of the bachelor thesis was to take apart and analyze Brand Management process. Subsequently, it was reflected to the Brand Management of Tchibo. The thesis is divided into five chapters. First three chapters are the theoretical part of the thesis. Chapter four and five belongs into practical part. Thesis includes twenty eight figures and five tables. The first chapter is devoted to introduction into Brand Management and explanation of basic terms. The second chapter is devoted to Brand Management Strategy and analysis of steps, regarding strategical brand planning. The third chapter is devoted to Brand Equity, explaining key terms in this matter. In fourth chapter, Brand Management terms are applied to case of Tchibo Brand Management - the marketing analysis of Tchibo brand management is applied. This chapter also includes breakdown of Tchibo Brand Management Strategy, Business Model and Identity, subsequently compared with main competitors. The last chapter is devoted to Image of Tchibo, among particular consumer segment. This chapter consists of survey with aim to analyze Tchibo image and associations, tied with younger consumer segment. In addition to outcome of survey, a few recommendations are provided on given issues.
Klíčová slova:
Survey of Tchibo Image; Brand Management of Tchibo; Brand Management; Tchibo Brand Identity; Tchibo Business Model; Tchibo; Brand Equity; Brand Management Strategy; Image of Tchibo

Informace o studiu

Studijní program a Studijní obor:
Mezinárodní ekonomické vztahy/International Business
Typ studijního programu:
Bakalářský studijní program
Jméno přidělované hodnosti:
Bc.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of International Relations
Název katedry:
Department of Retailing and Commercial Communications
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
28. 4. 2016
Datum podání práce:
28. 4. 2017
Datum obhajoby:
22.05.2017

Soubory ke stažení

Hlavní práce:
57487_hodm00.pdf [6,92 MB]
Oponentura:
51737_Saemann.pdf [482,83 kB]
Hodnocení vedoucího:
57487_prusa.pdf [63,38 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/57487/podrobnosti