The globalization become a current tendency, and China as one of the biggest parts in the international market, plays the important role. Considering the SMEs in China occupy the main amount, Chinese SMEs are the key factors in Chinese economy. At the same time, they are also faced with fierce competition from global company that compared with other developed countries’ SMEs, Chinese SMEs are not competitive enough. One of the reasons is that their brands are lack of competitiveness. It is known to all, brand is a key strategic asset to long-term performance and it should be managed. Therefore this study is focused on how Chinese SMEs perceive brand as crucial factor for establishing competitiveness. This study is based on qualitative research, and case study research design is chosen. The semi-structured interview is conducted in the Chinese SME called CSC, and two managers and three employees were interviewed. In conclusion, it can be found that the CSC pays attention to the brand, but their brand still need to be improved to be more powerful, unique and positiveness then to reach the loyalty of consumers, and the media channels should be paid more attention

The main aim of the thesis is to reveal shortcomings of marketing communications of the brand ABC and to develop proposals for improvement.The theoretical part contains knowledge of marketing necessary for proper processing of other parts of the thesis. There are analyzes internal and external environment and analysis of previous promotional campaign signs in the analytical part. Based on the findings of the analytical part there are suggested changes and recommendations in marketing communications of the brand. Klíčová

In my diploma thesis "Positioning of selected product" I focused on analysis of the positioning of the product CEWE photobook from Fotolab on the Czech market in the context of its competition. The theoretical part explains the concept of marketing, marketing mix 7P, SWOT analysis, positioning, brand and quantitative and qualitative research. The practical part presents the company Fotolab and its three main competitors in the market. In this part, all companies are compared on an extended marketing mix 7P. The Fotolab company is evaluated in the context of a SWOT analysis. The practical part is based on questionnaires and individual interviews, from which the recommendations will come for the company in the conclusion.

In this thesis there is applied knowledge of marketing communication and is proposed communication mix with new trends as part of the concept of communication strategy. Final design of marketing communication had been preceding the analysis of general, occupational and internal environment of the company and evaluation of the current situation.

The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.