Brand equity in yoghurts product category on Czech market
Thesis title: | Brand equity v kategorii jogurtů na českém trhu |
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Author: | Flodrová, Tereza |
Thesis type: | Diplomová práce |
Supervisor: | Postler, Milan |
Opponents: | Harmon, Lenka |
Thesis language: | Česky |
Abstract: | Práce se zabývá přístupy k měření hodnoty / ekvity značky z pohledu zákazníka a firmy. V praktické části analyzuje ekvitu vybraných značek jogurtů metodami Equity Builder a Brand Power a formuluje doporučení pro rozvoj ekvity jednotlivých značek. |
Keywords: | jogurty; ekvita značky; hodnota značky |
Thesis title: | Brand equity in yoghurts product category on Czech market |
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Author: | Flodrová, Tereza |
Thesis type: | Diploma thesis |
Supervisor: | Postler, Milan |
Opponents: | Harmon, Lenka |
Thesis language: | Česky |
Abstract: | Thesis deals with the subject of brand value / equity. In the application part equity of selected brands of yoghurts is measured using Equity Builder and Brand Power methodologies and recommendations for their brand equity growth are given. |
Keywords: | joghurts; brand value; brand equity |
Information about study
Study programme: | Mezinárodní ekonomické vztahy/Mezinárodní obchod |
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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 Retailing and Commercial Communications |
Information on submission and defense
Date of assignment: | 8. 12. 2008 |
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Date of submission: | 19. 12. 2008 |
Date of defense: | 19. 1. 2009 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/17436/podrobnosti |