The thesis deals with corporate identity, corporate design and corporate image of the Czech government institutions. Special attention is paid to logo, using colours or shapes, typography and composition in terms of theory of graphic design and comparision of foreign examples. In its conclusion the thesis presents graphic manual of a government corporate identity as a proposal to the future.

This Master´s Thesis deals with the visual style of a small company Jahody Stebno which specialises in seasonal harvesting and selling of strawberries. It concerns a corporate design with the main emphasis on its logo, font and colors. The thesis also concentrates on the form of corporate identity, culture, image and corporate design in terms of graphic theory and on the comparison of corporate brands of a concurrence in the field. In its conclusion the thesis presents a graphic manual that could be used by the company in the future.

Stakeholder demands on corporations to take environmental responsibilities are increasing and an environmentally responsible image could add values such as competitive advantage and a better reputation. To create a favorable image the corporation needs to develop a strong and sincere environmental identity that involves the whole organization. The identity is the way that the organization perceives itself and its self-expression and an environmental identity is one of the multiple identities that an organization can have. Communication is important both internally for establishing the identity and externally to create an environmentally responsible image. The organizational members need to be informed and involved in the responsibilities that the corporation is taken to be able to communicate them further to important external stakeholder groups. This thesis connects theories on corporate and organizational identities with organizational communication, culture and image to explain how the environmental identity and image is constructed. A case study has been conducted on a large Swedish company in the building and property management industry, Riksbyggen. The empirical material has mainly been gathered from interviews and also from participant observations. Nineteen employees and one consultant involved in the environmental communication process were interviewed individually or in focus group. The results showed that the case study organization had created a strong corporate environmental identity with clear visions and symbolic representations. However, the organizational environmental identity where the organizational members identify with the environmental activities was not yet developed fully. One reason behind this is the lack of dialogue opportunities in the organization, which means that the corporate identity is communicated from a top-down perspective. An environmentally responsible image was not established at organizational level either, even if some local initiatives had been successful.

The aim of this Master´s Thesis is to describe importance and implementation of corporate identity for family business. The theoretical part describes specifics of family business and analyze the components of CI, namely : product, corporate design, culture and communication. Methodological part focuses on market research. In the practical part of this thesis, the process of CI implementation as well as formulation of company´s basic values, needed for its long term functioning, are proposed. Also the new slogan, corporate culture and corporate communication are proposed. Afterwards design manual is executed. This design manual covers following areas : company logo, corporate colors, corporate font, business card template, heading paper template, advertisement materials design. Besides that, the new company webpage is was created. This website will involve the visual of the company as well as will help to improve user interface for customers. In the summary, the steps leading to successful implementation are suggested to the management.

The aim of this thesis is to analyze existing communication of the company and, based on field research, evaluate the image of the company as perceived by inhabitants of surrounding villages. The other aim is to make a suggestion for optimization of communication strategy. Underlying aim of the thesis is to assess general function of Public Relations and CSR activities in the field, which is rather demanding in the view of the subject of its activity.

The aim of this thesis is to analyze corporate image of a selected company. The selected company is LITEX Ltd. The analysis of image of the company is based on the identification of elements,which creates corporate identity, and then finding out the image perceived by consumers on the Czech market. Another goal is to focus on brand awareness and overall evaluation of brand perception by consumers on the market. The brand LITEX is comparedwith the largest competitors within in this industry. The thesis is divided into two parts: theoretical and practical. The first part introduces the terms related to the company's image and in the second part is introduced LITEX Ltd. and analyzed its marketing and communication tools.

The thesis deals with the issue of sustainability of a non-governmental non-profit organization active in the field of culture, taking into account both theoretical and practical perspective. Using the example of Prague Modern ensemble, the thesis demonstrates development of an adequate strategy with use of marketing tools to create brand awareness for the ensemble in a competitive environment. Formulation of a concrete strategy is preceded by definition of a theoretical framework that includes planning, marketing mix with emphasis put on marketing communication, corporate identity and financing with respect to the specifics of non-profit sector. Finally, the thesis provides an analysis of internal and external environment in which the ensemble operates. Based on theoretical framework and summary from the analytical part, the thesis then suggests adequate strategy for building corporate identity, marketing communication, fundraising and finally organization of the ensemble.

The diploma thesis deals with a proposal of a marketing strategy for a company which develops and implements an information system. Based on collected theoretical groundwork and on the analysis of current state of the company, a new marketing strategy was proposed in order to obtain new customers.

In a world where risks against climate, humanity and life is arising, we get anxious to act against it. The problem thou, is different viewpoints and interests in how to solve our global issues. In this paper the coffee industry is being investigated as part of a bigger structure in the community. The aim is to investigate how four of Sweden’s most popular coffee brands, Arvid Nordquist, Gevalia, Löfbergs and Zoégas, is communicating themselves as sustainable alternatives for the climate and society on their Swedish websites. To get another point of view the paper also examines how discourses, produced in four reports by the NGO SwedWatch, could challenge the four brands communicated identity. Using the method critical discourse analysis (CDA), by Norman Fairclough, made it possible to reveal different identities and ideologies that the coffee brands versus SwedWatch produced of the coffee brands. CDA includes three different levels, the first one analyzing the text level, the second one analyzing genres and the third one puts the two first levels into a societal level with help from the theoretical frame. The theoretical frame stretches from the meaning of discourse and language to Fairclough’s theories about ideology, values and critics. To answer the investigation questions, how the brands create themselves as sustainable and trustworthy, and which identities the coffee brands is having, it was necessary to use theories that treat building of brands and identity. The study also relies on theories about company responsibility, NGO-partnership and self-references as instruments for companies to create trustworthiness as sustainable. The analysis of the webpages and the reports showed that the coffee brands communicate themselves as good citizens and as teachers of sustainability for both coffee farmers and society. SwedWatch on the other hand produced discourses that made it possible to interpret the coffee brands as false in their marketing as sustainable. This made it interesting to discuss greenwash and different signs of it. It also led into discussing if NGO-partnerships really creates trustworthiness for the company and the importance of critical voices in the society.

Magistro darbo oblektas – korporatyvioji komunikacija. Darbo tikslas - išnagrinėjus teoriją, nustatyti istorinio aspekto panaudojimo galimybes korporatyviojoje komunikacijoje. Darbo uždaviniai: Aptarti korporatyviosios komunikacijos ir korporatyviojo pasakojimo sampratą; Aptarti istorinio aspekto sampratą ir panaudojamumo galimybes korporatyviojoje komunikacijoje; Nustatyti Lietuvos verslo istorinio aspekto komunikavimą interneto svetainėse. Išanalizavus mokslinę literatūrą, taikant apibendrinamąją, dedukcijos, indukcijos ir loginę analizę, nustatyta, kad gera korporatyvioji komunikacija sudaro prielaidas atsirasti korporatyviajam pasakojimui, o šis, paprastai, būna išreikštas naratyvu arba istorija. Pirmojoje teorinėje dalyje aptariama korporatyvioji komunikacija ir jos svarba tapatybės valdymo procesui bei korporatyviąjai prekinio ženklo plėtrai. Nustatoma, kad geriausiai korporatyviąją tapatybę ir korporatyvųjį prekinį ženklą komunikuoja korporatyvusis pasakojimas. Aptariama jo raida ir bruožai. Aptariami korporatyviosios komunikacijos valdymo metodai ir korporatyviojo pasakojimo tapsmas. Antrojoje teorinėje dalyje kalbama apie istorinio aspekto sampratą korporatyviojoje komunikcijoje. Nustatyta, kad istorinis aspektas korporatyviojoje komunikacijoje apima ne tik korporatyviosios istorijos ar korporatyviosios atminties disciplinas, bet ir yra svarbi organizacijos tapatybės konstrukto dalis. Korporatyviojoje komunikacijoje istorinis aspektas laikytinas nenutrūkstamumo... [toliau žr. visą tekstą] / The purpose of this work is to determine how and to what extent historical discourse are reflected in corporate storytelling. The approach takes the form of systematic reading by traditional frameworks and principles of narratives. From extensive reading of the historical discourse, recurrent formal features and elements of thematic content which together define the genre of corporate history, have been identified. Good corporate communication is the assumption of a good corporate storytelling. This story appears in two ways - from narratives or history. Such a definition provides competence in the reading of historical narratives of organizations and raises questions regarding the role of history in organizational identity, memory and communication. Many different stories were told about organizations to illustrate an idea or concept of a historical discourse. There was a mixture of negative and positive stories that are the sum of the personalities, cultures and images. The emphasis of the values that the stories revealed determined the more important cultural beliefs. This does have an influence on the firm's identity, corporate brand and reputation. This research has shown that stories reflect the elements of abilities, activities and accomplishment. Storytelling is an important form of organisational communication. It is an important source of information for management and in some cases about management. It is also a tool that can be used by management to communicate... [to full text]