The aim of the Master thesis is to analyse the perception of Budweiser Budvar brand on the Czech beer market. Theoretical part of the thesis deals with the brand in general, its strategic management and the methods that are related to the brand research. In practical part I apply the theoretical knowledge to the Budweiser Budvar brand and I am coming up with thorough analysis with respect to its values and the current communication campaign. The main part of the work consists of qualitative research, in which I am investigating what attitudes Czech people have to this brand. I am comparing overall results with results in Budweiser Budvar target group as well as the results in the region of South Bohemia. Based on the survey I am suggesting possible recommendations for the future development of Budweiser Budvar brand on the Czech beer market.

The goal of this masters thesis is to design a set of recommendations for owners of the brand Radegast in the field of improving a brand perception, increasing awareness and maximization of brand value, which will be achieved by analyzing the brand and conducting own quantitative research. The first chapter aims to define the brand itself as well as its strategic management. In the second chapter, specifically the brand Radegast is analyzed, including its history, marketing programs as well as the ownership by Plzeňsky Prazdroj and SABMiller. The final chapter contains my own research of perception of Radegast on the Czech beer market together with recommendations for the brand owners.

Brand Oreo covered by Kraft Foods, has abroad, especially in the United States, a long tradition, great value and strong market position. In 2011, this cookies brand appeared on the market in the Czech Republic in order to get consumers. The aim of my thesis is to determine motivation, needs, desires and habits of consumers biscuit brand Oreo in relation to their purchase after launching on the market in the Czech Republic after several months. Theoretical part is devoted to brand management, marketing planning, marketing mix and marketing research applied. In practical part I present this product, its positioning and marketing mix. I also verify knowledge of Oreo cookies in the Czech Republic, the consumer perception of the new product, views on communication of the product and consumer attitudes toward its purchase.

The main objective of the thesis is an analysis of the position of the SEAT brand in the VW Group portfolio. The main focus of the work stays in the European market of personal cars. The work consists of two parts. The first part explains the theoretical tools needed for branding and brand management. Specifically, it is devoted to the brand and its attributes as well as positioning and segmentation, considering also the specifics of the automotive industry in the European market. The second part is analyzing the SEAT brand from two main points of view. The first considers only the VW portfolio. The second one analyses SEAT given its European main competitors. Brand positioning, the automotive market development trends and European customer preferences represent the basis for the comparison in both fields. The findings of the work explain if there is a potential for the SEAT brand to stay in the VW portfolio.

The diploma thesis focuses on the topic of Employer Branding, where the theoretical part describes the possibilities of building a brand and improving it. The practical part contains a description of the selected company and a description of the current situation in the company. Subsequently, internal and external research of the company's brand as an employer is carried out, focusing on the Brno enterprise. According to the results of the analytical part, issues are identified and possibilities for their improvement are suggested.

The diploma thesis deals with strategic brand management. Analyzes the brand of both internal and external pesrpectives and presents a comprehensive analysis of the company’s brand. Factors influencing the customer loyalty and their importance in terms of the actual client perception, that serve as starting points for the proposal part, are identified. Main intention of these part is to create proposals for the development of a brand in accordance with the strengthening of a customer loyalty and with the recommended procedure of action for the future.

Background: Following the development brought by the digital age, social networks and consumer behaviour has significantly changed. The network connectivity of WEB 2.0 enables information to spread at an accelerated rate to a wide scope, creating viral demand. This phenomenon presents an opportunity for brands to increase their customer base. Building brand resonance through brand equity management will result in a stronger brand-to-consumer relationship from viral demand, leading to improved customer retention and overall brand growth. Purpose: This paper focuses on theory development of Kevin Keller’s (1993) CBBE model. The remodelling aims to strategize brand equity management to optimize long-term customer retention from viral demand based on Generation Z consumer behaviour. The framework provides value for brands as it allows to recognize key drivers influencing Gen-Z's customer retention within the context of virality. Method: The study follows a qualitative design, which is inspired by grounded theory methodology, enabling us to develop a framework based on the CBBE-model (Keller, 1993). An open-ended survey was conducted to understand Generation Z consumer behaviour during viral trends. The survey was systematically analysed, and empirical conclusions were made, respectively. Conclusion: An interest in product over brand during viral trends disrupts the customer retention longevity, explaining why the individual Gen-Z customer lifetime is rather short lived. Furthermore, the proposed CVRM model strategizes how to (1) create willingness for the customer to return and (2) how to prolong customer retention and thus generate long term benefits from a short-term phenomenon.

To achieve brand success and develop a competitive advantage through consistently delivering brand experiences to customers, the roles of employees in service organizations are critical. Specifically, it is necessary that service employees are capable and motivated to transform a brand promise into brand reality. Although service organizations have widely adopted internal branding initiatives to engender employees' pro-brand attitude and behavior, how employees perceive such organizational effort to inform their brand-consistent attitude and behavioral outcomes has remained unclear. Drawing upon Job Characteristics Theory, Self-Determination Theory, and Organismic Integration Theory, it is suggested that the attainment of employees' pro-brand attitude and behavior requires a joint effort from both the organization and employees. Organizations need to establish a brand climate through internal branding practices that enhance employees' perceived encouragement and support of the coveted brand performance. Based on this brand climate, employees are likely to internalize the brand enabling them to obtain necessary brand knowledge and skills, understand the relevance of the brand to their roles, as well as perceive a fit between their values and the values of the brand. As such, employees are more likely to develop positive brand attitudes and behaviors, including endorsing the brand, staying with the brand, and exhibiting brand-consistent behaviors (i.e., employee brand equity). The brand climate to brand internalization to employee brand equity model conceptualized in this dissertation was assessed with two empirical studies. Study 1 utilized a sample of current employees in service-related industries and Study 2 served as a strict replication study with a sample of current hotel employees. Additional moderation effects based on employees' individual traits including proactive personality and intrinsic motivation were also examined in Study 2. The results from both studies provide strong support for the conceptual model. Brand climate is shown to have a significant impact on all employee brand internalization factors. That is, when employees perceive that the organization is supportive and encouraging with respect to employees' brand performance, they are more likely to transform such perception into their brand understanding, including perceiving appropriate brand knowledge, self-brand relevance, and congruence between the brand values and their own value systems. In addition, it was found that when employees perceive a high level of relevance between their roles and the brand success, as well as congruence between the brand's values and their personal values, they are more likely to develop positive brand attitudes and behaviors, including endorsing the brand, staying with the brand, and exhibiting brand-consistent behaviors (i.e., employee brand equity). Further, it is suggested that employee proactive personality has a positive impact on the relationship between brand climate and employee brand value congruence, while employee intrinsic motivation to work has a negative impact on the relationship between employee perceived brand relevance and employee brand equity. This dissertation significantly advances the current internal brand management literature and contributes to theory development with respect to examining and validating employee brand internalization. This dissertation also provides practical implications to help justify and guide service organizations' investment in internal branding. In addition, this dissertation demonstrates that a brand-aligned workforce can be selected and cultivated through a brand climate that affords employees' internalization of the brand. / Tourism and Sport

There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change their business strategies. It is especially true for fashion companies, because they depend on consumers ' income and their purchasing power. In the case of the fashion industry, branding strategy development can be more effective, than just business strategy. Hence, this thesis discusses the following problem: What branding strategy should Russian and Swedish fashion companies choose in order to build a strong brand and enter the international market.  The purpose of this thesis is to analyze various branding strategies of Russian and Swedish fashion companies during the process of entering foreign markets. At the end of this thesis, practical contribution in their process of international branding strategy creation will be discussed. In order to answer research questions more broadly and accurately, the mixed research method, using quantitive and qualitative study through interviews and survey was chosen. Semi-structured interviews were made with the CEO and brand managers of Russian and Swedish fashion companies. Moreover, the survey was made with two different questionnaires: for Russian and for Swedish customers. In the case of qualitative research, the author found that fashion companies from Russia and Sweden have got not just some features and differences, but also common aspects. The primary data from interviews allowed the author to understand the specifics of brand management in the fashion industry. It was found, that there are some useful aspects in Swedish strategies, which can be used by Russian companies to develop their brands on the international market. In the case of quantitative research, preferences of consumers from Russia and Sweden were analyzed and also some features were identified. Survey results provided the author with a common understanding about purchase habits, attitudes and perceptions to fashion brands. According to these, some hypothesizes, which are formulated in the first part of the thesis, have been proven or disproven. It was found, that preferences of Russian and Swedish people are pretty the same, however Russian customers do not like to risk with new brands and prefer well-known and trusted brands while Swedish customers are open for any brand, which can satisfy their tastes.

The thesis focuses on marketing launch of the premium tobacco product. Defining tobacco product marketing regulation, it also specifies Czech tobacco market (incl. competition, price segments, etc.) together with consumer profiles as well as company brand portfolio. Brand strategy, its vision, authorship and brand positioning are included as well. The practical part is dedidacted to each of marketing plan essential elements: SWOT analysis, marketing objectives and strategy, action plan and overall evaluation including recommendation for future activities.