Brand building of UniCredit Bank on the Czech financial market
| Thesis title: | Budování značky UniCredit Bank na českém finančním trhu |
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| Author: | Grund, Martin |
| Thesis type: | Diplomová práce |
| Supervisor: | Koudelka, Jan |
| Opponents: | Chvojka, Jan |
| Thesis language: | Česky |
| Abstract: | Cílem této diplomové práce je popsat budování značky UniCredit Bank v České republice, analyzovat vlastní značku a vyvodit konkrétní doporučení pro další směřování do budoucna. Práce je rozdělena na metodologickou a praktickou část. Teoretická část se věnuje významu značky a procesu jejího budování. Pozornost je dále věnována segmentaci trhu a marketingovému mixu. Praktická část obsahuje popis procesu budování značky UniCredit Bank v České republice a analýzu značky včetně jejího srovnání s konkurencí. Závěr práce shrnuje získané poznatky a vyvozuje patřičná doporučení. |
| Keywords: | brand building; UniCredit Bank; značka |
| Thesis title: | Brand building of UniCredit Bank on the Czech financial market |
|---|---|
| Author: | Grund, Martin |
| Thesis type: | Diploma thesis |
| Supervisor: | Koudelka, Jan |
| Opponents: | Chvojka, Jan |
| Thesis language: | Česky |
| Abstract: | The purpose of this diploma paper is to describe the brand building process of UniCredit Bank in the Czech Republic, analyse the brand itself and make recommendations regarding the future of the brand. The paper comprises of the theoretical and practical parts. The theoretical part explains the meaning of a brand and the process of brand building. Attention is brought to market segmentation and the marketing mix. The practical part contains the description of the brand building process of UniCredit Bank in the Czech Republic and the analysis of the brand including the comparison with its competition. The deduction of the paper features a conclusion and recommendations for the brand towards the future. |
| Keywords: | brand building; brand; UniCredit Bank |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 11. 10. 2010 |
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| Date of submission: | 9. 5. 2011 |
| Date of defense: | 1. 6. 2011 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/30293/podrobnosti |