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Title: Marketing value of brand with sport equipment in the Czech Republic Objectives: The main goal of this bachelor's thesis is to conduct research of themarketing value of the BU1 brand, which specializes primarily in the production of football goalie gloves and other sport products.The follow-up goal is then the construction of certain recommendations, assembled on the basis of the performed research, which should strengthen the current position of this company on the market. Methods: For the purposes of this thesis, one of the quantitative methods of marketing research was chosen, namely electronic survey. An online questionnaire created by using Google forms was used to collect data from respondents. A sample of respondents that are situated in the field of football in at least some way, such as fans, players, implementation teams, coaches and so on, was chosen as the research group. The fact that thetarget group of the above- mentioned company consists mainly of football customers contributed very significantly to the decision on the examined sample. Results: After evaluating all the answers, it turned out that consumers in the football environment have a relatively strong awareness of the surveyed company. This awareness becomes even stronger in connection with goalie gloves, which resulted...

Title: Marketing research of Kappa brand value Objectives: The main objective of this work is to find out degree of brand awareness of the Kappa brand between current students of Faculty of physical education and sport of Charles University in Prague. Through marketing research, we find out current brand awareness of the Kappa brand between current student of Faculty of physical education and sport of Charles University in Prague. Methods: In the bachelor's thesis, there is used method of quantitative research. With technique of electronic questioning we examine the brand awareness of the Kappa brand by the current students of Faculty of physical education and sport of Charles University in Prague. Specifically Top-of-mind effect, brand recall, brand recognition and knowledge about sponsorship of brand Kappa. Results: The research showed that current students of Faculty of physical education and sport of Charles University in Prague know that Kappa brand exists, but they lack of deeper awareness, there is no Top-of-mind effect. Even aided and unaided awareness isn't high enough. Students can connect Kappa brand with Italy and they recognize logo very well. But they have no clue about sponsorship of Kappa brand. Keywords: brand value, brand awareness, unaided awareness, aided awareness, marketing...

The bachelor's thesis deals with the regional brand "TOULAVA regional product", associated with the Association of Regional Brands (ARZ). The regional brand certifies products and services and guarantees uniqueness, regional origin, quality and environmental friendliness. The aim of the work is to find out the consumer awareness of the brand, another important point is to find out the opinion of brand holders on the regional brand and its certification. Quantitative research, a method of a questionnaire survey in the region, was used to collect data. The practical part characterizes the Toulava region and the regional brand, and the results resulting from the research are evaluated here. At the end of the work are suggestions for improving brand awareness.

Purpose of the article: The author’s interest focuses on human factor of brand managers, as brands and their added value are considered to be among the most important sources of competitive advantage for business in a competitive marketplace. There is no doubt that for succeeding in their job role, brand managers must have knowledge, dispositional traits and concomitant soft skills that arise from these traits. The purpose of the article is to provide the insight into the offering of brand manager posts in the Czech Republic and in the U.S.A. and to analyse the collected data with the special interest in finding the answer whether the employers are searching the brand managers possessing personal dispositions and skills of knowledge workers, and if there is no significant difference in the requirements between the Czech and American recruitment advertisers. Methodology/methods: For a successful empirical research, the content analysis method by Berelson was used to study the texts in the advertisements publicly available on career portals. The statistical verifications of results were conducted using the chi-square test. Scientific aim:The goal of the primary survey was to provide the answers to the research questions that arise from the following research assumptions: (1) employers do not publish different requirements for candidates for the job of Brand Manager in the U.S.A. and in the Czech Republic, (2) the set of requirements for candidates for the job of Brand Manager in the U.S.A. will confirm that a brand manager is one of the workers who has skills and personality prerequisites expected from knowledge workers. Findings: The results of the actual research project confirmed the fundamental need for excellent communication skills (69.0%) and presentation skills (65.5%). Unlike employers in the Czech Republic, the American companies are more interested in people with a high degree of responsibility (41.4%) that is the third highest relative frequency of identified traits. About one third of American advertisements had requirements for the high degree of creativity, conceptual thinking and analytical skills of candidates for the position of Brand Manager. During the comparison of the data results gathered in both countries, there were recorded significant differences practically in all analysed groups of personality traits, behavioural competencies and so-called soft skills. Statistical verification confirmed the shift of requirements in the group of performance prerequisites and abilities, as well as in the group of interpersonal skills and abilities. Conclusions: Comparison of frequencies of requirements placed on candidates for the position of Brand Manager in the U.S.A. and in the Czech Republic indicated differences, but it does not mean that the US employers are less demanding. The differences in the employers’ expectations supported by a set of psychological requirements placed on candidates for the position of Brand Manager inspire the discussion and are the reason for a deeper investigation of the job roles in product management. The findings indicated that employers are looking for employees possessing personal dispositions and skills of a knowledge worker nevertheless the ability to innovate is not presented in the American job advertisements as often as in the Czech Republic.

Title: Perception of the Red Bull brand in the field of sports by Z generation Objectives: The main objective of this work is to identify the current perception of the Red Bull brand in sports from the perspective of the Z generation. Through marketing research, penetrate the awareness of sporting events organized by the company and find out the knowledge of Red Bull athletes among the young generation. Methods: In the bachelor's thesis, there are used methods of qualitative and quantitative research. More specifically, the technique of in-depth interviews and electronic questioning is used in these areas. Qualitative research is used to obtain information for understanding the overall corporate identity and defining questions for research. The method of quantitative research examines the current perception of the Red Bull brand by the Z generation. Results: The results of the research show that the image of the Red Bull brand is perceived very positively by the Z generation and the brand is attributed the desired characteristics. The young generation perceives the brand mainly as a confident, relaxed, funny, and professional and life loving brand. Red Bull ranked the fifth among brands in connection with sporting events held in the Czech Republic. However, awareness of selected Red Bull events has...

The purpose of this study is to examine how brand equity, from a customer point of view, influences quick-service restaurant revisit intention. The authors propose a conceptual framework in which three dimensions of brand equity including brand associations combined with brand awareness, perceived quality, brand loyalty and perceived value are related to revisit intention. Data from 570 customers who had visited four quick-service restaurants in Ho Chi Minh City were used for the structural equation modelling (SEM) analysis. The results show that strong brand equity is significantly correlated with revisit intention. Additionally, the effect of brand equity on revisit intention was mediated by perceived value, among others. Overall, this study emphasizes the importance of perceived value in lodging in the customer’s mind. Finally, managerial implications are presented based on the study results.

This diploma thesis shows regional branding, especially regional brands associated in the Association of Regional Brands (ARZ), which is given to products. The marked products guarantee their extraordinary quality, tradition, specificity, proportion of manual work and respect for the environment. The author chose one of all brands in ARZ - i. e. Kraj blanických rytířů - regionální produkt(registered mark). In the theoretical part, there are issue of regional branding and key words connected with regional branding explained. The practical part deals with marketing research, in particular a qualitative and a quantitative method such as structured interviews and questionnaire survey. These methods will assure conduct of research essential for the objectives of the thesis. As for the main aim of the thesis, it is to find out consumers´ brand awareness and their attitude to the regional brand Kraj blanických rytířů - regionální produkt(registered mark). Findings of producers´ views on current system of the regional branding and regional co-ordinator´s activities are other aims of the thesis. This part also contains all results of the research including an assessment of established hypotheses. In conclusion, the proposals to the improvement of consumers´ brand awareness come.

The main objective of this diploma thesis was to find out about the position of the brand Bata among consumers of generations X, Y and Z. Thesis is divided in two parts. While the theoretical part examines brand as such, research on the position of the brand Bata is the core of the practical part. The theoretical part takes a closer look at brand's definition, its components, identity, image and personality. Brand's meaning and functions as well as brand equity are also subject to the part of this thesis dedicated to brand. Separate chapters cover Bata as a brand and introduction of generations X, Y, Z. These are main ingredients to the research. The outcome of the research is analyzed in the practical part. Questionnaires were the mean to find out more about the brand awareness and associations with the brand. Furthermore, the questionnaires focused on the characteristics of the respondents as of customers and potential targets for marketing communication. Analysis of the research's results provided an intergenerational comparison of the position of the brand Bata as well as a base for recommendations regarding the targetting of the marketing communication towards generations X, Y, and Z.

Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image

First part of bachelor's thesis is focused on use of event marketing in real-world application, whereas second part of thesis is directed towards Jägermeister company, which frequently uses such type of marketing. All mentioned information, which belong to internal sources in the company, were aquired by author of thesis through company representatives and from publicly available resources. Purpose of thesis is analysis of individual events from different points of view, which are refered to in their respective literature, and compared between each other on the basis of information obtained from them.

The Bachelors Thesis is focused on the brand awareness of Vím, co jím. The aim is to evaluate the brand awareness of Vím, co jím on the Czech market; to judge how the brand is perceived by the consumers and to evaluate if the brand awareness increases after a longer period of time due to the provided questionnaire and information material regarding the same group of respondents. The thesis is divided into two parts, theoretical and practical. The first part deals with the theory of brand. The practical part is focused on the brand Vím, co jím in detail and two marketing researches of the brand awareness. The final part of the bachelors thesis is concerned with the summary of the researches and concrete suggestions and recommendation in order to increase the brand awareness of Vím, co jím on the Czech market.

This Bachelor's thesis analyses awareness of the brand Škoda in Colombian market. The thesis is divided into four parts, two of them are theoretical and two of them practical. In the first chapter, the reader can learn basic information about international marketing, the second part is devoted to market research and data analysis. The third part describes the automotive industry in Colombia and marketing mix of Škoda. The chapter four contains results of quantitative research and recommendations for Škoda brand.

Bachelor thesis "Transformation of marketing communication of Gabriella Salvete" analyzes the transformation of marketing communication and brand perception of beauty brand Gabriella Salvete on the Czech market from 2011 to 2014. Describes the status of the company before the transformation of communication and defines the main competitors, target groups and potential shortcomings. In addition reveals the strategy of transformation and tools used in the new way of communication. It deals with real impacts of the transformation on a competitive level through the target groups. The aim is to monitor the new communication strategy of Gabriella Salvete, form of their implementation and their impact on brand perception. To achieve this goal, the thesis also uses the results of student's own research.

This bachelor's work is aimed at creating brand awarness and image of Horský pramen. The main aim of this work is to analyze awareness and image of brand at target group which consists mainly of parents in maternity leave and sportsmen, using results from own on-line questionary. Parents in maternity leave and sportsmen are the main target groups of chosen brand Horský pramen. Other task is to suggest solution to improve the awareness of this brand, again using questionary. This work is divided in theoretical and practical part. Theoretical part defines basic terms concerning problems and brand building, further it describes its image, value and ways of measuring and communication. Practical part characterizes researched brand which is also part of marketing research realized by on-line questionary.

The Bachelor Thesis concerning topic "The effectiveness of event marketing and communica-tions of the Red Bull company" is showing how it's possible to effectively communicate with customers and how event marketing contributes to increase the public awareness. The theoret-ical part is focused on event marketing itself, branding and marketing research. The goal of this thesis is to show how good results a company may have when it effectively communicates with its consumers. Moreover, the main content is dedicated to the Red Bull events and its participants. The thesis contains also a questionnaire which should support the assumption that these events have influence on the customers.

Title: Brand building of sport club Objectives: The main objective of this Master's thesis is determine, how the Czech ice hockey clubs are focused on creation of the brand and how they use the potential of the brand. The next objective of this thesis is an analysis of a selected ice hockey club. Methods: Interview, Case studies, Comparative method, SWOT analysis Results: The current conditions in the Czech sports environment are not positive for the development of the brand. Sports clubs must overcome many obstructions and there are just few teams that could use its name and logo for a brand strategy without any modification. However, this is a challenge for the future, how to improve the overall perception of the sport in the Czech Republic. Keywords: brand, brand awareness, brand image, benefits

This bachelor thesis deals with marketing of a music festival. The first part of the thesis focuses on theoretical basis including marketing of non-profit organizations and arts marketing, marketing mix, communication mix and focus groups of classical music festivals. Furthermore, the research methods used in the second part, i.e. SWOT analysis, Porter's five forces model and competition analysis are explained. The practical part brings the application of theories on the International music festival Radio Autumn. It includes a quantitative marketing survey based on Radio Autumn brand awareness. At the end of the thesis I present recommendations for changes in the current marketing strategy of the festival that could help the organizers with increasing the attendance.

Diploma thesis entitled "Application of Qualitative and Quantitative Research Methods into Marketing Strategy of Print Medias" discusses employment of output research data accumulated on eye-tracking, in-depth interviewing and CAWI method of research. These research outcomes are further analyzed and implemented in the development process of the EURO Business Weekly strategy in the Czech publishing market. The final evaluation is based on a mutual comparison of results which were recorded by the EURO Business Weekly in the years 2005 and 2006.

Thesis on the theme "Building up ASUS brand awareness among university students as a target group" is about an effective communication strategy aimed at specific target group. ASUS is one of the world's largest manufacturer of IT products with a very strong position in the Czech Republic. ASUS currently communicates the brand rather to other target groups. The communication to university students is very limited, there s practically no communication. This thesis will focus on ways to communicate with the university students.