Thesis is focused on corporate identity with accent on corporate design. It describes roles and relationships among particular components of CI. More detailed is aimed at corporate design. Practical part of thesis describes redesign process and presents results of research on this theme.

Diploma thesis is concerning marketing communications and public relations with focus on public sector and practical application as a tool for investments attracting -- in context of the Czech Republic and Investment and Business Development Agency CzechInvest. The main target is to identificate marketing and communication activities, technics and tools for investment promotion with providing of their analysis, evaluation and recommendation of future development. Actual issues like Web site and Corporate Design of agency are examined in detail with focus on recommendation of new strategy.

The topic of the thesis is a change of corporate identity of the company and role of communication during this process. There are components of corporate identity and relationship between corporate identity, image and reputation described in the thesis. Furthermore it is dedicated to integrated marketing communication, internal communication and role of communication in change management. The theoretical knowledge is applied on company Nicoll Česká republika, s.r.o. which have been coming through the changes of name and corporate identity since January 2015. The main goal is to describe in detail and analyze the process of this change from the preparation phase to realization with respect on communication, evaluate this communication and suggest further recommendations. The analysis contains of description of the company including former communication mix, furthermore there is a description and analysis of changes and also analysis and evaluation of communication. In the end of the thesis there are summarized the main problems connected with the changes and also key mistakes, which were done in communication. Finally it suggests further steps for future.

This thesis will analyse the change of corporate identity in SKODA AUTO a.s. The aim is to evaluate the entire project, and applying the five selected models of project management. The teoretical part will primarily discuss the following terminologies: project, criteria, goals and lifetime cycle. It will also analyse the project management and five selected methods which were utilized in this thesis. The concluding section of the theoretical part is devited to corporate identity and will represent the four basic elements. The practical part explains the description of SKODA AUTO a.s. as well as the application of the project management models for the change of corporate identity. The concluding part of this cestion includes possible solutions that could benefit the company's project management discipline.

This study is performed by conducting a rhetoric and semiotics analysis on the ‘About Us’-section of the webpages of General Motors, Hyundai and Volkswagen with the aim of finding how the companies used environmental values in their marketing communication. The interest in the topic is a consequence of the challenge that the car industry is facing, to increase their environmental activities in order to please the public as well as the costumers.   The analysis is performed using semiotics, brand mythology and the rhetorical tools of metaphor, personification, presupposition and business rhetoric. The key theoretical concepts are corporate social responsibility, marketing communication, corporate identity and competitiveness paradox.   The results show that environmental values are not a central topic in the companies marketing communication. The majority of the pictures have connotations towards traditional market values such as design and high technology. There is also a big presence of rhetorical tools in the texts showing that the companies attempt to persuade and affect the visitors of the webpage.   One issue faced in performing the study was the vastness of the material. The webpages provided a lot of content that was not up for analysis in this case but that would have been of great interest to study.

Czech Tourist Authority, CzechTourism, decided in 2011 to start a longterm process of destination brand rebranding.The aim of this thesis is to evaluate and analyze the effectiveness of the activities carried out so far in all steps.The thesis is divided into several parts, the first part concentrates on brand and image of the country, the second part is focused on corporate identity, the content of the third chapter is a theory about rebranding. Practical part contains a sum of activities and events throughout the history of the country affected the brand as well as the reasons for the rebranding and problem areas. In conclusion various steps of CzechTourism and designs of visual identity are evaluated and analyzed and a few next steps are recommended.

The dissertation deals with the issue of the corporate identity of the Academy of Sciences of the CR (ASCR). Through secondary and primary qualitative and quantitative research projects, the corporate identity of the ASCR is analysed in the internal and external milieus of the institution, in the European Area generally and also in comparison with Great Britain. The main aim of the dissertation is the proposal of a model of the corporate identity of the Academy of Sciences of the Czech Republic with a focus on the area of science popularisation and communication, namely for the purpose of improving the image of the ASCR and increasing the awareness of the general beneficial effect of science and research among the lay and specialised public in the Czech Republic. The proposal of the model is elaborated on its theoretical bases utilising background materials arising from the research projects conducted. The enrichment of the Czech scientific milieu by a deeper view into the general issue and an investigation of corporate identity in the CR and globally can be considered as the contribution of the dissertation in the area of the theory of marketing. The theoretical contribution of the work is also the proposal of a model of corporate identity for the ASCR and the other scientific-research institutions with a similar focus. The practical contribution of the dissertation is the possible utilisation of the proposed model of the corporate identity of the ASCR at the Academy of Sciences of the CR, at the scientific workplaces of the ASCR and at the other scientific-research institutions of a similar focus in the CR and around the world.

The aim of this thesis is to analyze the basic elements that affect the image of the Society for the Protection of the Rights of Music Authors and Publishers (in Czech OSA). Based on a study of professional literature it identifies the basic segments of corporate identity, which represent the starting point for building the organization's image and which is further analyzed in detail. Although OSA is not a typical company operating in a market environment (mainly due to its monopolistic position in the Czech Republic), it has something to do with creating a positive organization's image and the so called "goodwill" as well as it have typical profit organizations. The purpose of this analysis is not only to identify the key elements that affect the image of OSA, but also to outline activities that should be followed when creating a positive image. The document works with both recommendations in general terms, so the suggestions in specific areas.

This diploma thesis is focused on the analysis of Czech regional and district capitals attitude of their visual identity. It deals especially with management decisions which had been chosen by capitals in the phase of creation and implementation of the visual identity. Next to the facts connected with visual identity as with a complex system, this thesis evaluates also an approach of the capitals to the particular elements of a vizual identity. As a method a questionnaire research had been used. The questions had been put to the competent representatives of appropriate capital bodies.

Corporations attempting to enter the realm of memetic media often find themselves lost and embarrassed; the chaotic nature of meme culture as a global way of expression on the internet has proven difficult, and communities like Reddits r/FellowKids enact vernacular criticism on corporations who attempt to use memes in order to reach their target audience. This study aims to reach higher knowledge of successful corporate engagement in memetic media through a text analysis of discussions between users on Reddit and the interplay on Twitter where users engage in vernacular ways with the Wendy’s Twitter account. Drawing on branding theory and Goffman’s dramaturgical model, the study draws conclusions on how users of a vernacular community engages the Wendy’s Twitter account in different ways. It shows how an authentic identity is ascribed to the corporation through vernacular means, and how the prevalence of vernacular play forces the corporation to surrender message control in order to gain authenticity. It further suggests that an authentic corporate identity in vernacular communities requires the corporation not to act like one; preferring fast, playful communication rather than slow, institutional responses. Implying that the correct plan of action is not to have one, the study further understands the paradox of crafting a marketing strategy not based on controlled communication, and suggests further research into vernacular communities and citizen creative control in memetic media.