Strategic Position of a Trademark and its Definition in the Competitive Environment
| Thesis title: | Strategická pozice značky a její definování v konkurenčním prostředí |
|---|---|
| Author: | Froňková, Tereza |
| Thesis type: | Diplomová práce |
| Supervisor: | Kovář, František |
| Opponents: | Štěpanovič, Boris |
| Thesis language: | Česky |
| Abstract: | Práce je zaměřena na definování strategické pozice značky, její dlouhodobé budování v konkurečním prostředí a metody měření síly této pozice. V práci je zpracována případová studie mezinárodní kosmetické značky Dove a vliv komunikace na její dlouhodobé budování. |
| Keywords: | Dove; strategie; brand positioning |
| Thesis title: | Strategic Position of a Trademark and its Definition in the Competitive Environment |
|---|---|
| Author: | Froňková, Tereza |
| Thesis type: | Diploma thesis |
| Supervisor: | Kovář, František |
| Opponents: | Štěpanovič, Boris |
| Thesis language: | Česky |
| Abstract: | The thesis focuses on defining the strategic brand positioning, its long term building possibilities in a competitive market environment and assesment methods. The thesis includes case study on international cosmetic brand Dove and how the communication influences the brand. |
| Keywords: | Brand positioning; Dove; Strategy |
Information about study
| Study programme: | Ekonomika a management/Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Management |
| Department: | Department of Management Business |
Information on submission and defense
| Date of assignment: | 7. 12. 2008 |
|---|---|
| Date of submission: | 24. 4. 2009 |
| Date of defense: | 10. 6. 2009 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/17358/podrobnosti |
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