The subject of this diploma thesis is the design development of marketing communication to enhance brand competitiveness in company focused on fast moving consumer goods. Concretely the Knorr, food brand of Unilever company. The first part provides a theoreti-cal basis for the processing of the issue. In the practical part I have assessed the current marketing communication by using inter alia SWOT, PEST and Porter's analysis. Based on analysis of the current situation, I propose to improve marketing communications, including analysis of time, costs and risk.

This thesis focuses on the use of political marketing during elections to the Chamber of Deputies in Czech Republic in 2013. Aim of the thesis is both to analyze political campaigns and their impact on voters, but also what kind of influence they had on the final outcome of the election. The work is divided into a theoretical part, which describes the evolution of political marketing both in the world and in the Czech Republic. Furthermore, the analytical part, which is currently focused on the analysis of political campaigns before the elections. And lastly, the thesis contains practical part, which focuses on research of current situation and the political perception of voters and their current electoral preference.

Marketing, franchising, franchisor, franchisee, marketing tools, risk