Kofola shows a perfect example of a successful brand revival and its further development. It prooves, that brand's history and knowledge are just one of many factors contributing to bilding a strong brand. The most important is the whole process of effective and strategic brand management. This diploma thesis analyzes the strategic brand management of Kofola. Its goal is to reveal the main keys to success standing behind both the brand's and the company's results. At the same time, several imperfections and unused opportunities are uncovered and on their basis recommendations for improvement are made. Part of the thesis deals with an own marketing research, based on a questionnaire method. The questionnaire focuses mainly on perception of Kofola's image and the way of presenting it in the last summer campaign. Based on the questionnaire results there is a hypothesis examined that people perceive Kofola's "retro" image positively and that this way of communication is the right way also for the future.

In the theoretical part of thesis: "Trademark as an intangible asset of a company", the theoretical aspects of brand management and methods of valuation of brands as intangible assets are explained. In the practical part of thesis a company analysis is undertaken and brand value is calculated by using adequate methods. Final suggestion and recommendation for trademark registration in the Register of Trade Marks are mentioned in the conclusion of thesis.

The graduation theses deals with the relaunch of the sparkling alcoholic drink Frisco realised between 2008 and 2009. The most important change within the mentioned relaunch consisted in a redefinition of the brand's target group. The main task of the graduation theses was to analyze the brand according to its new target group -- brand awareness within the redefined target group and the image of the brand Frisco. Theoretical part defines the following terms: brand, importance of a brand within marketing and brand management. Practical part introduces the brewery company Plzeňský Prazdroj and its product portfolio. It also characterises the process of the brand's relaunch. The analysis of the Czech alcohol market and consumptions trends discovers opportunities and possible threats for the further development of the brand Frisco. The crucial part of the thesis is based on consumers' research which was realised with the aim of a communication's efficiency evaluation -- especially the evaluation of the brand awareness and the image of the brand Frisco. The final part includes recommendations for the further brand's development based on the previous realized analysis.

The aim of this thesis is to summarize and develop a theoretical framework for brand management, which could be usable in the business practice, and apply this framework on a reality of a chosen brand in the Czech foodstuffs - wine market. In the analytical part the aim is to analyze the current status of the chosen wine brand including its current way of brand management and further develop a new system of brand management of the chosen brand using the framework developed in the theoretical part of the thesis. The Czech foodstuffs market has been chosen, because there are no works currently dealing with foodstuffs in relation to brands and the foodstuffs market is strongly affected by the present economic development, when the consumers' purchase power is going down. Very important is the market dominace of the international retail companies together with the growing significance of the private brands. The Czech wine market is even more specific -- it still has rather generic character -- consumers do not decide upon brands, the crucial decisive factor remains the price. A Chilean brand TARAPACA is used for the application part of the thesis -- imported brands account for 50 % of the Czech wine market and TARAPACA is one of the imported brands with the biggest market share in the Czech wine market. The first part of the thesis is devoted to the theoretical fundamentals, its main aim is to develop a definition of a brand, brand identity, positioning and other brand related notions, so that it is possible to work with them in the application part of the thesis. The second part brings an overview of the most important approaches currently used for the brand value assessment -- these are evaluated and criticised in this part of the thesis -- the outcome is a new set of criteria, which can be used for brand value assessment (brand equity). In the third part of the thesis an attention is paid to the problem of brand management as a process, a part of this chapter is also an analysis of the present phenomenon in brand management -- which are private brands. The fourth and fifth chapters of the thesis are based on the application of the theoretical fundamentals on a case of the chosen Chilean wine brand in the Czech wine market. In the fourth chapter an analysis of the current situation of the chosen wine brand is performed including the brand audit according to the scheme of Scott M. Davis. A special attention is paid to the analysis of sales support promotion activities -- as regards their sales and communication impacts (impact on the brand awareness). In the fifth chapter a new complex system of brand management of the chosen Chilean wine brand for the Czech market is developed according to the scheme of Scott M. Davis.

O estudo sobre organização de marketing e estruturas organizacionais de marketing é crucial para a implementação dos esforços de marketing, principalmente em um cenário competitivo em que as empresas precisam modificar constantemente suas estratégias e suas estruturas para atender às novas exigências do mercado. Apesar de histórico, esse debate é atualmente relegado a segundo plano por pesquisadores e executivos de marketing, sendo a proposta desta tese reavivar essa discussão. Assim, o objetivo central deste trabalho é realizar uma análise formal e descritiva da influência de fatores condicionantes da estrutura organizacional na execução das atividades de marketing. Para tanto, consideram-se critérios de departamentalização e suas formas, centralização de áreas de apoio, localização de assessorias, amplitude de controle e número de níveis hierárquicos, descentralização da autoridade, sistemas de comunicação e nível de formalização nas áreas de marketing e sua influência em atividades como busca e levantamento de informações de mercado, planejamento de marketing, desenvolvimento de estratégias de segmentação, diferenciação e posicionamento, desenvolvimento de metas e objetivos, decisões sobre o composto de marketing (produto, preço, distribuição e promoção), desenvolvimento e manutenção do relacionamento com o consumidor e programas de responsabilidade social e ética, contemplando assim o relacionamento entre os corpos teóricos de marketing e da teoria das organizações. A realização desta tese deu-se por meio de um estudo exploratório, descritivo e qualitativo, composto por pesquisas complementares. Após pesquisa exploratória para a formulação do referencial teórico, realizou-se um estudo de campo multicasos exploratório e qualitativo nas áreas de marketing de duas empresas de bens de consumo, a Whirlpool do Brasil e a PepsiCo do Brasil - Unidade de Bebidas. Dentre os principais resultados encontrados, ressaltam-se: a forte influência da descentralização da autoridade como aspecto crucial para a execução das atividades de marketing; a não-preocupação com a definição formal das atividades; a utilização de uma forma de departamentalização hierarquizada como funcional - marca/produto - funcional; e, principalmente, uma nova forma de estruturação organizacional para a gestão de produtos e marcas que contempla a separação funcional das atividades de planejamento e de gestão dos planos, alocando a decisão sobre linhas de produtos, inovação e novos produtos no que se pode considerar uma área de apoio estratégica e centralizada. / The study on marketing organization and its organizational structures are crucial for the implementation of marketing efforts, mainly in a competitive scenario where companies need to constantly change their strategies and their structures to meet new demands of the market. Despite historical, this debate has been relegated to the second role by marketing researchers and executives and the proposal of this thesis is to revive that discussion. Thus, the central purpose of this study is to conduct a formal and descriptive analysis of the influence of conditioning factors of organizational structure in the implementation of marketing activities. Therefore some criteria are considered: departmentalization and its forms, centralization of areas of support, location of assessments, control extension and number of hierarchical levels, decentralization of authority, communication systems and level of formalization in the areas of marketing as well as its influence in activities such as sourcing and researching of market information, marketing planning, development of target strategies, positioning and differentiation, goal setting, marketing decisions (product, price, distribution and promotion), development and maintenance of customer relationship, social responsibility and ethics programs contemplating the relationship between the theoretical marketing and theory of organizations. The completion of this thesis was made through an exploratory, descriptive and qualitative study, composed for complementary research. After an exploratory research for the formulation of the theoretical reference a survey study was done of multicase exploratory and qualitatively in the marketing areas of two consumer goods companies: Whirlpool do Brasil e PepsiCo do Brasil Unidade de Bebidas. Amongst the main results it\'s been noticed the strong influence of decentralization of authority as crucial for the implementation of marketing activities, the unconcern about a formal definition of the activities, the use of a hierarchical form of departmentalization as functional - brand / product - functional and, above all, a new form of organizational structure for products and brand management that contemplates the functional separation of the activities of coordination and planning management, allocating the decision about product lines, innovation and new products that can be considered a strategic area of support and centralized.

Purpose: To examine whether there is an interest in a public showroom for Swedish consumers and fashion e-retailers and how it could benefit them. Design/methodology/approach: Qualitative interviews with two Swedish fashion e-retailers were conducted in order to understand if there was an interest in a public showroom amongst the chosen companies. A survey with 200 participants was carried out with students from the Swedish School of Textiles, to get an understanding of their e-shopping behavior. Findings: It was found that there is an interest in implementing a public showroom. According to the survey results, a majority were in favor of trying on a product before purchasing it. The fashion e-retailers that were interviewed thought that it would be of interest if it would function more as a temporary pop-up solution. Practical implications: The findings are of relevance for fashion e-retailers that are potentially interested in an additional marketing and communication channel for their internal brands. Originality/value: As there was no research regarding Swedish fashion e-retailers attitude towards a public showroom, this thesis contributes with new findings to the academics. Furthermore, it can be used as a guideline to fashion e-retailers in the event of opening of a public showroom. / Program: Master Programme in Fashion Management

Institutionen Textilhögskolan är en fristående del av Högskolan i Borås. Skolan har en lång och genuin textilhistoria. Textilhögskolan har genom sitt breda utbud av utbildningar kunnat bygga upp en kombination av olika kompetenser inom hela den textila värdekedjan och blivit en viktig aktör.Syftet med vår undersökning är att utreda och tolka hur en organisation som Textilhögskolan i Borås kan arbeta med brand management och vad dess befintliga varumärke kommunicerar mot sin omgivning.Söktrycket på de flesta av Textilhögskolans utbildningar har ökat vilket vi antar har bidragit till en ökad popularitet av varumärket. Det här anser vi även visar att varumärket Textilhögskolan erbjuder eftertraktade utbildningar, men frågan vi ställer oss när vi läser statistiken är vad varumärket kommunicerar. Räcker det att vara eftertraktad hos blivande studenter och vad anser företag att Textilhögskolan representerar? Textilhögskolan bör kunna sticka ut i mängden av textil- och modeutbildningar i Sverige och utmärka sig med sina speciella kvaliteter och inriktningar.Studien fokuseras kring följande problemformuleringar: Hur bör Textilhögskolan arbeta med sitt varumärke? Vad kommunicerar varumärket Textilhögskolan idag om dess faktiska verksamhet och sina tillgångar? Hur kan Textilhögskolans arbete med varumärket förankras i befintliga varumärkesteorier?Vår studie är kvalitativ och har utförts med kvalitativa djupintervjuer med personal, studenter och andra externa aktörer som har anknytning till Textilhögskolan.Vår studie visar att trots oorganiserad marknadskommunikation är varumärket starkt förankrat såväl internt som externt med en tydlig identitet som signalerar trovärdighet, textilt kunnande i en kreativ miljö med högt i tak där ingenting är omöjligt. Studien visar även att Textilhögskolan bedriver en varumärkesbyggande process som är okordinerad. / <p>The Swedish School of Textiles is an independent part of the University of Borås. The school has a long and genuine history of working with textiles. The Swedish School of Textiles has through its wide range of training courses build a combination of different skills within the entire textile value chain and become a major player.</p><p>The aim of our study is to investigate and interpret how an organization as the one at The Swedish School of Textiles is working with brand management and what its existing brand communicates with its surroundings.</p><p>Sought pressure on most of the The Swedish School of Textiles courses has increased as we adopt it has contributed to increased popularity of the brand. This, we believe also shows that the mark The Swedish School of Textiles offers sought-after training, but the question we ask ourselves, when we read the statistics, are what the brand communicates. Is it enough to be coveted by future students and what the company believes that The Swedish School of Textiles represent? The Swedish School of Textiles should be able to stand out in the amount of textile and fashion courses in Sweden and distinguished by their special qualities and orientations.</p><p>The study focused around the following problem formulations: How should the Swedish School of Textiles work with their brand? What brand communicates The Swedish School of Textiles today with its actual business and its assets? How can the Swedish School of Textile work with their brand, rooted in existing theories of brand management?</p><p>Our study is qualitative and has performed with qualitative interviews with staff, students and other external stakeholders related to the Swedish School of Textiles.</p><p>Some of the results we can see are that the Swedish School of Textiles conducts an un co-prescribe able brand building process. Our study shows that despite disorganized market communication the brand is strongly grounded internally and externally with a clear identity to signal credibility, textile know-how in a creative environment with high ceilings where nothing is impossible.</p><p>Program: Textilekonomutbildningen</p>

This thesis addresses the subject of brand management. My main objective was to summarize the issue of brand management and apply the acquired knowledge on the selected brand of food products on the Czech market, i.e. to assess its current management and the current situation and where appropriate, propose recommendations for the future. I use the case study method, the method of survey and analysis of primary and secondary data. The theoretical part deals with the concept of brand, its features and basic identifiers. Furthermore, I analyze the theme of brand management and brand value (equity) and focus on individual steps of brand management scheme by S. M. Davis. The practical part describes the market, the manufacturer of the brand and the brand itself. Elaborated is also a questionnaire survey conducted under the thesis. The final part is devoted to summary and analysis of the current situation of brand management and design of possible improvement in the future. The results of this thesis could be used as incentive for brand management of the brand, or for inspiration for the management of other food brands.

The master's thesis focuses on distribution in a selected company. The company has been going through many changes which affect the whole logistic chain. The company is pushed by the current market situation to change processes in the central warehouse and in the costumer distribution. The author analyses all these changes and compares them to the theory. The author also proposes some improvements for efficiency increase in single parts of the logistic chain. There is not only theory used for these proposals. The proposed solutions are based on his own work experience and inspiration from different companies.

[pt] Face ao movimento de globalização e, portanto, à crescente competição interna e externa, diversas empresas brasileiras vêm buscando não apenas iniciar ou aumentar a comercialização de seus produtos em mercados estrangeiros, como também tornar suas marcas conhecidas internacionalmente. O objetivo principal deste estudo é analisar as estratégias de marketing empregadas por estas empresas no esforço de internacionalização de suas marcas. Para alcançar este fim, realizou-se uma pesquisa descritiva, através do método survey, com empresas exportadoras dos segmentos de revestimentos cerâmicos, de confecções, moveleiro, calçadista, joalheiro e cosmético. Os resultados do levantamento revelaram uma visão geral das estratégias de marketing internacional, com ênfase principalmente na dimensão de marca, desenvolvidas nos setores de atividade citados anteriormente, bem como indicaram importantes particularidades setoriais. / [en] Due to the globalization movement and therefore the increasing internal and external competitive environment, several Brazilian companies are pursuing not only to initiate or to leverage their product sales to foreign markets, but also to make their brands internationally known. The primary objective of this study is to analyze the marketing strategies employed by these companies in their brand internationalization efforts. In order to achieve this aim, a descriptive research was done through a survey with exporting firms from the ceramic tiles, textile, furniture, footwear, jewelry and cosmetic segments. The outcomes revealed an overview of the international marketing strategies, focusing specially the brand dimension, undertaken by these economic sectors, as pointed out important particular sector issues.