This thesis aims to clarify technological procedures used to produce wooden automobile bodies. It presents Morgan Motor company, only company still continualy producing cars with ash tree framework and whose products are gradualy gaining more and more popularity. Core part of this thesis focuses on detailed description of technological procedure for veneer-coating Skiff-type bodies, used in past by french company Labourdette and on the same procedure with usage of modern materials and technologies, as it is done in Jiří Hemzals company. The thesis summerises knowledge of materials properties and principles necessary to sustain quality needed for producing wooden automobile bodies.

<p>Abstract:</p><p>Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.</p><p>Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity.</p><p>Method: Through an inductive and exploratory case study with interviews of the personnel at Husqvarna Motorcycles, Italy, three theoretical areas emerged to be researched, brand identity, brand heritage and retro brands. The latter two required the help of real life examples for better understanding. The analysis had a deductive approach where the studied theory was applied to the companies, and conclu-sions were drawn from the accumulated knowledge to help streng-then the brand identity of Husqvarna Motorcycles.</p><p>Conclusions: HQM is a brand with heritage in the process of taking a strategic de-cision to use its heritage as a tool to strengthen the brand identity, hence on the way to become a heritage brand in the true meaning of the definition. As the oldest brand on the market, HQM can use its heritage to differentiate itself from the competition, creating uni-queness impossible to copy. A retro product can be a useful vehicle to carry the newly uncovered heritage to surface. With the help of theory and a real life example, a contender within the historical company product portfolio was recognized. Finally, the band identi-ty as stated by HQM was redefined according to the findings.</p>

Abstract: Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity. Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity. Method: Through an inductive and exploratory case study with interviews of the personnel at Husqvarna Motorcycles, Italy, three theoretical areas emerged to be researched, brand identity, brand heritage and retro brands. The latter two required the help of real life examples for better understanding. The analysis had a deductive approach where the studied theory was applied to the companies, and conclu-sions were drawn from the accumulated knowledge to help streng-then the brand identity of Husqvarna Motorcycles. Conclusions: HQM is a brand with heritage in the process of taking a strategic de-cision to use its heritage as a tool to strengthen the brand identity, hence on the way to become a heritage brand in the true meaning of the definition. As the oldest brand on the market, HQM can use its heritage to differentiate itself from the competition, creating uni-queness impossible to copy. A retro product can be a useful vehicle to carry the newly uncovered heritage to surface. With the help of theory and a real life example, a contender within the historical company product portfolio was recognized. Finally, the band identi-ty as stated by HQM was redefined according to the findings.