Brand Management Strategy in Services
| Thesis title: | Strategie brand managementu ve službách |
|---|---|
| Author: | Ondrušová, Petra |
| Thesis type: | Diplomová práce |
| Supervisor: | Hajdíková, Taťána |
| Opponents: | Harantová, Monika |
| Thesis language: | Česky |
| Abstract: | Diplomová práce je rozborem strategie brand managementu ve službách, konkrétně v bankovnictví. Popisuje jednotlivé části strategie Erste Premier, charakterizuje příslušný segment, kterým je bonitní klientela a popisuje přístup k této klientele, pracovní náplň a význam pozice Premier bankéře a naplňování této role v kontextu očekávání a potřeb klienta. Cílem práce je navrhnout bance strategii, která by s ohledem na klientský segment vedla k posílení značky. |
| Keywords: | brand management; strategie; značka |
| Thesis title: | Brand Management Strategy in Services |
|---|---|
| Author: | Ondrušová, Petra |
| Thesis type: | Diploma thesis |
| Supervisor: | Hajdíková, Taťána |
| Opponents: | Harantová, Monika |
| Thesis language: | Česky |
| Abstract: | The diploma works is an analysis of brand management strategy in services, particularly in banking. Describes the strategy of Erste Premier, characterized certain segment, which is top affluent clientele and describes the approach to this clients, job content and the importance of the Premier banker and fullfilling this role regarding the clients' expectations and needs. The aim is to suggest bank the strategy leading to a brand strengthening in terms of the client segment. |
| Keywords: | brand management; strategy; brand |
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 |
Information on submission and defense
| Date of assignment: | 19. 3. 2012 |
|---|---|
| Date of submission: | 31. 3. 2013 |
| Date of defense: | 9. 1. 2014 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/37011/podrobnosti |