| dc.contributor.advisor |
Kotyzová, Pavla
|
|
| dc.contributor.author |
Bodová, Andrea
|
|
| dc.date.accessioned |
2015-03-08T21:18:30Z |
|
| dc.date.available |
2015-03-08T21:18:30Z |
|
| dc.date.issued |
2014-01-31 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
|
| dc.identifier.uri |
http://hdl.handle.net/10563/30496
|
|
| dc.description.abstract |
Diplomová práca sa zaoberá koncepciou rebrandingu obchodnej značky a jej zavádzaním. Cieľom je zmapovanie, analýza a deskripcia najčastejšie sa objavujúcich podôb rebrandingu so zameraním na hypotekárne banky na území Českej republiky. Pojmy a súvislosti, ako značka, budovanie značky, corporate identity, marketingový či komunikačný mix, ktoré sú potrebné k pochopeniu tejto problematiky sú predmetom teoretickej časti. Projektová časť práce je súhrnom získaných poznatkov, vyhodnotených analýz a obsahuje aj návrh komunikačných aktivít, ktoré proces rebrandingu pri zavedení do praxe dopĺňajú. |
|
| dc.format |
87 |
|
| dc.language.iso |
sk |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Bez omezení |
|
| dc.subject |
Značka
|
cs |
| dc.subject |
budovanie značky
|
cs |
| dc.subject |
riadenie značky
|
cs |
| dc.subject |
identita značky
|
cs |
| dc.subject |
hodnota značky
|
cs |
| dc.subject |
komunikačné nástroje
|
cs |
| dc.subject |
korporátna značka
|
cs |
| dc.subject |
brandingová stratégia
|
cs |
| dc.subject |
banka
|
cs |
| dc.subject |
hypotéka
|
cs |
| dc.subject |
Brand
|
en |
| dc.subject |
brand building
|
en |
| dc.subject |
brand management
|
en |
| dc.subject |
brand identity
|
en |
| dc.subject |
brand image
|
en |
| dc.subject |
brand equity
|
en |
| dc.subject |
brand awareness
|
en |
| dc.subject |
communication tools
|
en |
| dc.subject |
corporate brand
|
en |
| dc.subject |
brand strategy
|
en |
| dc.subject |
bank
|
en |
| dc.subject |
mortgage
|
en |
| dc.title |
Koncepce rebrandingu obchodní značky a její zavádění |
|
| dc.title.alternative |
Concept of Trade Mark Rebranding and its Implementation |
|
| dc.type |
diplomová práce |
cs |
| dc.contributor.referee |
Kocourek, Josef |
|
| dc.date.accepted |
2014-05-19 |
|
| dc.description.abstract-translated |
This thesis is focusing on the conception of trade mark rebranding and its implementation. Mainly it is aimed at mapping, analysis and the description of most often appearing forms of rebranding focusing on the bank sector, which is offering mortgages in the area of Czech Republic. Concepts and relationships related to such expression as a brand, branding, corporate identity, marketing and communication mix that is necessary to understand these issues as they are the subject of the theoretical part. A part of this project is a summary of lessons learned, and it includes an evaluation of the design of the communication activities that are complementing the rebranding process and they implement it in the practice. |
|
| dc.description.department |
Ústav marketingových komunikací |
|
| dc.thesis.degree-discipline |
Marketingové komunikace |
cs |
| dc.thesis.degree-discipline |
Marketing Communications |
en |
| dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta multimediálních komunikací |
cs |
| dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Multimedia Communications |
en |
| dc.thesis.degree-name |
Mgr. |
|
| dc.thesis.degree-program |
Mediální a komunikační studia |
cs |
| dc.thesis.degree-program |
Media and Communication Studies |
en |
| dc.identifier.stag |
36946
|
|
| utb.result.grade |
C |
|
| dc.date.submitted |
2014-04-18 |
|
