Thesis is dealing with theoretical description of effective marketing communication and some its components. Practical part of the thesis is focused on the description of marketing campaign of the company SEAL Communication s.r.o. The result of the work is suggestion of marketing campaign for foreign markets of the firm. Moreover, the simulation of its realisation is also a part of the work.

This diploma thesis deals with development of new international marketing strategy. The goal is to prepare specific company for entering new markets in Slovakia and Jordan. Content of the thesis includes analysis of macro and micro environment of mentioned markets followed by specific recommendations related to particular domains of international marketing mix. International expansion of the company will start from the Czech market and the firm's situation on this market is described in the beginning of the thesis.

Brand strategy is one of the key factors influencing the companies' success on the domestic as well as international markets. Brand is a fenomenon, which all consumers, suppliers and companies encounter on daily basis and therefore this topic deserves a proper attention. The main objective of this doctoral thesis is to present a comprehensive overview of the brand strategy in international marketing. There is an intention to provide a definition of brand (trademark) and describe the importance of a brand and make a summary of theoretical and practical knowledge about brands and brand strategy in relation to international marketing and analyze various apects, which represent partial objectives if this thesis. The first part of the thesis provides the definition of a brand, both in the business and the legal sence, and describes the importance of a brand in marketing management; it is emphasized, that the importance goes beyond the 4 P's in the marketing tactics, but it is an integral part of the company's strategy and a centre of interest of the highest management, since the value of the brand often exceeds the value of company's tangible assets. The thesis also proves the increasing importance of a brand from the supply point of view during the single development phases of the marketing concepts. The second part is focused on the value of the brand and it's evaluation and brand equity. It is explained, that a single definition of brand equity doesn't exist and various approaches to this topic are provided. An absolute brand value also doesn't exist, because the value is based upon an estimation of future revenues and profits determined by many factors. The Winning brands methodology from AC Nielsen is introduced as a practical example of a brand equity study. The world's most valuable brands are presented according to Interbrands and MillwardBrown, and it is shown, that the Best Global Brands index (i.e. Top 100 brands according to Interbrands) consistently outperformed the average market's performance given by MSCI and S&P indices; the most successful brands become even more successful. The opinion on transitive economies and the Czech republic from the brands' development point of view is provided, including the available ranking. The third chapter concentrates on building and managing brands. The difference between a product and a brand is provided and put into the context of the product policy as a part of the marketing mix. The link with the brand equity is shown in the sence, that various components of the brand equity represent important areas, where it is necessary to put attention and resources behind in order to build a strong brand. The importance of functional attributes, emotional attributes and attribute of self-expression is highlighted as well as the relation between the brand and the price. Basic objectives when building a brand are reflected in the consumer funnel, which consists of brand awareness, image, trial and loyalty. On the other hand the brand funnel provides a ladder, based on which the level of communication strategy is identified (product attributes, benefits, values, brand essence). Further text concentrates on strategic brand management including various aspects of marketing budget for the brand, internal evaluation of brand achievements compared to pre-defined objectives and institutional aspects of the brand building; different approach of sales and marketing is described, and description of the brand management, marketing management, category management and sales management are provided in detail and key performance indicators are shown in detail from practical point of view. Substantial part is devoted to private labels, which is a segment showing fast growth. Confirmation of one of the hypotheses brings a clear answer, that private labels are not only a tool for price competition, but fulfill also other tasks, like the extension of the consumers' choice, building new categories, providing a promise to consumers supported by the reatiler's reputation etc. In the following part there were identified trends, which can be expected in relation to brand strategy: polarization of brands, further strengthening of strong manufacturers' brands and corporate brands, a trend towards imaginative and creative communication of brands, development towards global brands, rationalization of brands' portfolio, re-branding, growth of private labels, co-branding and prioritization in brand management. In the fifth chapter theoretical approach was applied on the exaples of selected brands, which I worked with in my previous career. Many aspects of the international brand strategy are demonstrated on three brands: Becherovka as a large domestic brand dstributed also on international markets; Red Bull as a relatively young brand, which managed to become a global brand, including the distribution on the Czech market, where I actively participated in the launch; and Seven Crown as one of the world's largest alcohol brands, but which appears rather as a regional brand and a successful adaptation to the local Czech market conditions is shown. I amconvinced, that the main objective of this doctoral thesis, i.e. to present a comprehensive overview of the brand strategy in international marketing, as well as the partial objectives and the pedagogical objective were fulfilled.

O Brasil é o maior exportador de carne bovina do mundo. Suas vendas externas de carne têm grande representatividade ao setor e à economia nacional, tanto pelo faturamento, quanto pela sua importância no escoamento da produção. Entretanto, vários fatores interferem no desempenho das vendas internacionais da carne bovina brasileira. As questões sanitárias estão entre as barreiras mais restritivas, incluindo principalmente, no caso do Brasil, a febre aftosa. Mas outras barreiras técnicas, como rastreabilidade, certificações, entre outras, e também tarifárias impedem ou limitam o acesso da carne brasileira em alguns mercados internacionais. Especialmente quando se trata de carne bovina in natura, aumentam ainda mais as restrições. Para melhorar o entendimento das exportações brasileiras de carne bovina e obter mais informações sobre as possíveis alterações do ambiente de marketing para a carne bovina brasileira no mercado internacional, a proposta do trabalho é descrever os fatores que interferem nas exportações de carne bovina. Tais fatores serão apresentados de maneira geral, os que são aplicáveis a quaisquer mercados e especificamente para a União Européia (UE), Rússia e países da África. Cada mercado foi escolhido por uma série de razões. A União Européia é o principal comprador da carne bovina brasileira e é o mercado que mais exige normas e imposições para a carne bovina. As restrições incluem barreiras tarifárias, barreiras técnicas (sanitárias e relacionadas a normas de produção). A Rússia é um grande mercado para a carne bovina brasileira e exige mais preços do que qualidade na carne comercializada. Já a África é um continente que ainda importa pouca carne bovina mas tem grandes perspectivas de crescimento em função da recuperação da economia de alguns países. Além do mais, para cumprir o objetivo do trabalho, é importante conhecer o sistema agroindustrial (SAG) da carne bovina no Brasil, descrever a evolução das exportações nos últimos anos e analisar os potenciais concorrentes nas exportações mundiais de carne bovina. / Brazil is the most representative exporter in beef market. The external trade of beef helps the national economy because the amount of money that enters in the country and also because it is very important as a production destination. But there are some factors that impact the good results of the brazilian international beef trade. Sanitary aspects are the most restrictive points that the brazilian beef sector has, including, in this case, the foot and mouth disease. Besides the sanitary aspects there are also technical barriers, as traceability, certifications, among others. The tariff barriers also contribute for the brazilian beef trade limitation or prohibition on trade. When the focus is on chilled or frozen beef the limitations on trade become higher. In order to understand the brazilian beef exportation and obtain more information about the international marketing environment, this research aim to describe the factors that are important in brazilian beef exportation. Each item will be presented in a general way, that can be applied in any market and after the description is will be done for specific markets like European Union (EU), Russian and African countries. These markets were chosen for specific reasons. EU is the most important trade partner in the brazilian beef sector and is also the most demanding buyer in terms of patterns and restrictions. These restrictions include tariff barriers, technical barriers (sanitary barriers and certifications). Russian is another great trade partner in the brazilian beef sector. But different from EU, Russian gives more importance for low price than high patterns of quality in beef. African countries still import few amount of beef but they beef consumption may increase in some years because the economic development and the continent possibly will become a beef importer. Besides, to conclude this research is important to describe the beef agribusiness system in Brazil and how the brazilian beef exportation developed in the last few years. Analyzing the most representative countries that can compete with Brazil in the international beef market is also important.

Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-29T12:30:11Z No. of bitstreams: 1 Antonio Augusto de Miranda Grieco.pdf: 1554801 bytes, checksum: d484696f7f6bb21b378fd1f4cb8e3e2b (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-29T12:30:20Z (GMT) No. of bitstreams: 1 Antonio Augusto de Miranda Grieco.pdf: 1554801 bytes, checksum: d484696f7f6bb21b378fd1f4cb8e3e2b (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2016-11-29T12:33:23Z (GMT) No. of bitstreams: 1 Antonio Augusto de Miranda Grieco.pdf: 1554801 bytes, checksum: d484696f7f6bb21b378fd1f4cb8e3e2b (MD5) / Made available in DSpace on 2016-11-29T12:33:53Z (GMT). No. of bitstreams: 1 Antonio Augusto de Miranda Grieco.pdf: 1554801 bytes, checksum: d484696f7f6bb21b378fd1f4cb8e3e2b (MD5) Previous issue date: 2012-03-06 / This study combines two current issues: the internationalization of business and innovation. The aim of this work is to study the relationship between innovation activities, especially open innovation and network internationalization. The methodology is qualitative and analyzes the relationships between the processes of internationalization of firms in open innovation network. The management of innovation in companies go beyond the concept of technological innovation and building international networks are important as provision of competitive advantage for a company to operate in various foreign markets. This research aims to contribute to enhancing understanding of relations between these two contemporary phenomena, the internationalization of business and innovation. / Este estudo combina dois temas atuais: a internacionalização de empresas e a inovação. A gestão de inovação nas empresas ultrapassa a concepção de inovação tecnológica e a construção de redes internacionais ganha importância como disposição de vantagem ompetitiva de uma empresa, ao atuar em mercados exteriores diversos. Objetiva-se, nesta pesquisa, estudar as relações entre as atividades de inovação, sobretudo, a inovação aberta e a internacionalização de empresas em redes. Por meio de uma metodologia de pesquisa qualitativa, analisam-se as relações entre os processos de internacionalização de empresas em rede e a inovação aberta, buscando-se contribuir para a ampliação da compreensão das relações entre estes dois fenômenos contemporâneos.

The aim of the thesis is to capture the specifics of marketing communication on the German market and get to know whether the marketing communication of Nordsee company is characterized by these specifics. The aim is also to analyse and give reasons of the differences of marketing communication of Nordsee on the German and Czech market. First two chapters create a theoretical basis of the thesis. These two chapters define marketing communication, and deal mainly with communication mix, targets and process. The thesis includes also knowledge of marketing communication in multicultural environment. The culture is defined here and characterized by the cultural dimensions of Geert Hofstede. The next part aims at the specifics of international marketing communication. The third chapter analyses the marketing environment and marketing communication in Germany. The next chapter shows concrete activities of marketing communication of Nordsee company both at the German and Czech market.

The thesis should serve as a basis for strengthening the marketing mix Molpir, which became the European representative of MSI corporations and acts as an innovator, integrator and distributor of FUNTORO multimedia systems for buses, trains, ships and other mobile vehicles. The company proposes to improve the product, focusing on the user. I hope that my ideas and insights will help the company in its subsequent success in the market and increase the marketability of multimedia system in the European market.

[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.

本研究的目的旨在探討多國公司國際廣告過程標準化的程度及其影響因素 。並比較外商與國內兩者在國際廣告授權程度與影響因素，以做為國內企 業進軍國際市場時，廣告策略擬定與應注意事項。而研究問題如下：1.在 國際廣告各決策項目上，兩者所採用的方式是否相同？ 2. 國際廣告各決 策，兩者的授權策略是否有的差異？ 3. 影響兩者的廣告授權策略之因素 為何？在國際廣告活動衡量上，乃採取(1) 整體國際廣告的決策，(2) 國 際廣告代理商的決策，(3) 國際廣告人物角色的決策，(4) 國際廣告基本 訴求的決策，(5) 國際廣告媒體的選擇，(6) 國際廣告預算的制定，(7) 國際廣告效果的評估。針對此七項活動來衡量國內與國外來作比較。在研 究方法上，本文在授權程度的衡量乃採用李克特(Likert)五點尺度法，而 在廣告方案標準化程度的衡量乃以語意差異法來衡量各活動內容的一致性 的程度。在研究結論上，可分為廣告內容的比較與廣告授權程度及影響因 素的比較。在內容上，(1) 國際廣告代理商活動，國內公司最常使用的是 透過在當地子公司的廣告部門與當地的廣告公司，國外公司則較常當地的 廣告公司與國際廣告公司在當地的分公司方式。(2) 在廣告預算，國內公 司多採用目標任務法與銷售額百分比法，國外公司則使用目標任務法 。(3) 在媒體的選擇上，國內公司大多使用專業性雜誌為主，國外公司則 偏好專業性雜誌 、報紙和電視 。(4) 在廣告效果的評估上，國內公司常 使用銷售額變化率、知曉度，而國外公司採用銷售額變化率、知曉度、主 觀判斷法。在廣告授權上，兩者都支持國際行銷折衷化的主張，但國外在 國際廣告授權程度較國內公司高。在廣告方案標準化與過程標準化之比較 上，廣告過程標準化是強調組織內部的協調與控制，而廣告方案標準化則 強調在環境的可行性上，兩者在總體環境特性與公司規模因素上，有很大 的差異，代表過程標準化與方案標準化兩者的關係並不高。而在影響國內 與國外公司授權因素的比較上，國內公司大多受地主國市場因素所影響， 強調反應快速的彈性策略。國外公司則主要受母公司組織因素所影響，較 注重整個組織的全球一致性的策略。

<p>Sweden as an international tourist destination occupies an important role in the Swedish trade industry and therefore the country’s economic development. It is therefore of importance to incorporate planning in the marketing process of Sweden to be able to keep a position on the world map as an attractive tourist destination. Tourism and international marketing of the country Sweden has shown to be of interest on a governmental level to promote the destination on a global arena. The result of this interest has led to the development of the government owned company VisitSweden, who officially is responsible to promote Sweden internationally wide as a tourist destination. The purpose of this study is consequently to analyze VisitSwedens international marketing of Sweden as a trademark. The study also aims to evaluate the company’s attitude and activities to show the importance of the company’s existence in the Swedish tourist industry.</p><p>The result of the study shows that there are flaws in the marketing tools that the company use in their current communication with the international market. As these tools are the company’s main communication tools, VisitSweden are criticised not to achieve their main goals that consist of creating and marketing the trademark Sweden. The fact that VisitSweden is a governmental organisation, financed with state funds, also incorporates a certain responsibility towards the Swedish tourist industry to achieve positive results through the company’s activities. VisitSwedens effort is important and should therefore be improved and reinforced to stimulate the trademark Sweden and the international communication. Finally, an alternative international marketing campaign has been developed for the company to be used to communicate a united image and trademark of Sweden, which also could be used by tourism companies countrywide.</p> / <p>Sverige som internationell turistdestination har idag en betydande roll för det svenska näringslivet och därigenom landets ekonomiska utveckling. En planering inför denna destinations internationella marknadsföring är därför av vikt för att bibehålla en position på världskartan som lockande turistdestination. Turismen samt den internationella marknadsföringen av landet Sverige har även visat sig vara betydelsefull för dem som arbetar på regeringsnivå för att främja Sverige i utlandet. Ur detta intresse på regeringsnivå har således det statliga företaget VisitSweden vuxit fram och kommit att bli det företag som officiellt är ansvarigt för den internationella marknadsföringen av Sverige som turistdestination. Syftet med denna studie är följaktligen att analysera den internationella marknadsföringen av Sverige som varumärke med utgångspunkt från företaget VisitSwedens verksamhet. Undersökningen syftar till att utvärdera företagets attityd och arbete, för att påvisa vikten av företagets verksamhet för den svenska turistnäringen.</p><p>Resultatet av studien visar på att det existerar brister i de marknadsföringsverktyg som undersökts och som företaget nyttjar i sin aktuella internationella marknadsföring. Då dessa verktyg är företagets huvudsakliga kommunikationsverktyg som används för att nå ut till den internationella marknaden, kritiseras VisitSweden att inte uppnå sitt huvudsakliga mål med att skapa och marknadsföra varumärket Sverige. Att VisitSweden också är en statlig organisation innebär ett visst ansvar att uppnå positiva resultat med sin verksamhet då företaget finansieras av statliga pengar samt verkar med syftet att gynna svensk turistnäring. Företagets arbete anses vara viktigt för den svenska turistnäringen, och bör således förbättras och stärkas för att stimulera varumärket Sverige samt kommunikationen på den internationella marknaden. Slutligen har det utarbetats en alternativ internationell marknadsföringskampanj som företaget kan använda för att kommunicera gemensam bild av Sverige, som även kan nyttjas av nationella turismföretag.</p>