Repositioning the Scholl Brand
| Thesis title: | Repositioning značky Scholl |
|---|---|
| Author: | Zlámalová, Michaela |
| Thesis type: | Diplomová práce |
| Supervisor: | Postler, Milan |
| Opponents: | Mikeš, Jiří |
| Thesis language: | Česky |
| Abstract: | Předkládaná práce se zaměřuje na problematiku repositioningu, neboli změny pozice značky. Nejdříve popisuje teoretické přístupy a v praktické části analyzuje repositioning značky prémiové obuvi Scholl. Cílem diplomové práce je vyhodnotit průběžné výsledky repositioningových aktivit značky Scholl, porovnat je s cíli stanovenými pro změnu pozice této značky, a na základě toho formulovat doporučení pro značku Scholl jak dále postupovat, aby těchto cílů bylo dosaženo. |
| Keywords: | marketing; repositioning; značka |
| Thesis title: | Repositioning the Scholl Brand |
|---|---|
| Author: | Zlámalová, Michaela |
| Thesis type: | Diploma thesis |
| Supervisor: | Postler, Milan |
| Opponents: | Mikeš, Jiří |
| Thesis language: | Česky |
| Abstract: | This thesis reports on brand repositioning, i.e. changing a position of a brand. The theoretical approaches are described in the first part, the second one focuses on an analysis of the Scholl brand repositioning. This brand offers shoes of a supreme quality and design. The main goal of this paper is to evaluate the continous results of the repositioning activities accomplished since 2009, compare them with the specified goals for this mission, and based on the findings, formulate recommendations for Scholl, how to proceed in order to achive those goals. |
| Keywords: | marketing; repositioning; brand |
Information about study
| Study programme: | Mezinárodní ekonomické vztahy/Mezinárodní obchod |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of Retailing and Commercial Communications |
Information on submission and defense
| Date of assignment: | 7. 6. 2010 |
|---|---|
| Date of submission: | 9. 12. 2010 |
| Date of defense: | 31. 5. 2011 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/26737/podrobnosti |