The thesis focuses on the rebranding and brand activation of the Honors Academia study program at the Faculty of Business Administration, University of Economics, Prague. The aim is to analyze the rebranding process, its impact on target groups, and its contribution to enhancing the program's attractiveness. The research combines in-depth interviews and a questionnaire survey. The findings show that the rebranding strengthened the program's prestige, improved communication, and support... show full abstractThe thesis focuses on the rebranding and brand activation of the Honors Academia study program at the Faculty of Business Administration, University of Economics, Prague. The aim is to analyze the rebranding process, its impact on target groups, and its contribution to enhancing the program's attractiveness. The research combines in-depth interviews and a questionnaire survey. The findings show that the rebranding strengthened the program's prestige, improved communication, and supported the community of students and alumni. The thesis provides recommendations for further brand development and communication strategies. |