HERITAGE BRANDS: How corporate heritage and brand stewardship contribute to the valorization of brand image and strengthen corporate marketing ? The Case of Rémy Martin
| Thesis title: | HERITAGE BRANDS: How corporate heritage and brand stewardship contribute to the valorization of brand image and strengthen corporate marketing ? The Case of Rémy Martin |
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| Author: | Medard, Myriam |
| Thesis type: | Diploma thesis |
| Supervisor: | Štěrbová, Ludmila |
| Opponents: | Collin, Paul Marc |
| Thesis language: | English |
| Abstract: | The purpose of this study is to show how effective brand heritage and brand stewardship can contribute to build a strong brand image and thus strengthen corporate marketing. Moreover, it is aimed to provide evidences that historical resources can enforce the brand identity and create desirability among customers, the strong brand creating value to both the customer and the company. |
| Keywords: | brand; heritage; marketing |
| Thesis title: | HERITAGE BRANDS: How corporate heritage and brand stewardship contribute to the valorization of brand image and strengthen corporate marketing ? The Case of Rémy Martin |
|---|---|
| Author: | Medard, Myriam |
| Thesis type: | Diplomová práce |
| Supervisor: | Štěrbová, Ludmila |
| Opponents: | Collin, Paul Marc |
| Thesis language: | English |
| Abstract: | Cílem práce je ukázat, jak může "efektivní" dědictví a její náležitá správa přispět k vytvoření silného povědomí o značce a posílit korporátní marketing. Dále je cílem předložit důkazy o tom, že historické zdroje mohou posílit identitu značky a vytvořit "touhu" mezi zákazníky a posílit hodnotu značky jak ve vztahu k zákazníkům, tak k firmě. |
| Keywords: | marketing; dědictví; značka |
Information about study
| Study programme: | Ekonomika a management/International Business - Central European Business Realities |
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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 International Relations |
| Department: | Department of International Business |
Information on submission and defense
| Date of assignment: | 20. 10. 2011 |
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| Date of submission: | 20. 11. 2011 |
| Date of defense: | 23. 11. 2011 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/33777/podrobnosti |