Marketing communication of the Louis Vuitton brand, the way to icon status
| Thesis title: | Marketingová komunikace značky Louis Vuitton, cesta ke statusu ikony |
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| Author: | Pašková, Lucie |
| Thesis type: | Bakalářská práce |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Kolouchová, Daniela |
| Thesis language: | Česky |
| Abstract: | Bakalářská práce na téma Marketingová komunikace značky Louis Vuitton, cesta ke statusu ikony se zabývá specifikami značky Louis Vuitton a povědomím o značce a Monogramu canvas mezi českými respondenty. V teoretické části jsou definovány pojmy značka, luxus a ikonicita a je specifikován marketingový mix luxusních značek. Teoretická část je úvodem části praktické, ve které se věnuji značce Louis Vuitton a interpretuji dotazníkové šetření na téma luxus a Louis Vuitton, které bylo prováděno mezi českými spotřebiteli. |
| Keywords: | Luxus; Značka; Marketingový mix ; Marketing; Ikona; Louis Vuitton |
| Thesis title: | Marketing communication of the Louis Vuitton brand, the way to icon status |
|---|---|
| Author: | Pašková, Lucie |
| Thesis type: | Bachelor thesis |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Kolouchová, Daniela |
| Thesis language: | Česky |
| Abstract: | The Bachelor thesis "Marketing communication of the Louis Vuitton brand, the way to icon status" discusses the specifics of the Louis Vuitton brand, brand awareness and its iconic Monogram canvas among Czech respondents. The theoretical part defines the concept of brand, luxury and iconism and specifies the marketing mix of luxury brands. The theoretical part is an introduction to the practical part which is devoted to the brand of Louis Vuitton and interprets the questionnaire servey on the topic of luxury and Louis Vuitton, which was carried out among Czech consumers. |
| Keywords: | Louis Vuitton; Marketing mix; Marketing; Icon; Luxury; Brand |
Information about study
| Study programme: | Ekonomika a management/Arts Management |
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| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| 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: | 9. 6. 2015 |
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| Date of submission: | 8. 2. 2016 |
| Date of defense: | 1. 6. 2016 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/53322/podrobnosti |