This thesis deals with the topic "Analysis of consumer behavior in the segment of private labels". Its main aim was to make an analysis of the Czech market with goods called "private label". Introductory part of the thesis contains a survey of theoretical knowledge from the sphere of marks, private labels, market research and consumer{\crq}s behavior. The second part deals with detailed description and analysis of the private labels{\crq} offer, an on-line research of consumers detecting consumer´s behaviour. In the final part of this thesis there are proposed certain steps pointing at the optimal and best solution for winning and afterwards keeping their consumer.

This diploma thesis is created for Salon MIA. It evalutes the current situation of the salon and the market in which operates. The thesis includes design of marketing strategies to increase customer base and promotion of the main salon service - changes of the image. The proposed strategy will lead to the creation of profit.

Los esfuerzos de las marcas por fidelizar y conectar con sus clientes no solo se ven reflejados en la atención al cliente. Se reflejan en la forma en que estas pueden contar historias a través de personajes que empaticen, donde ellos transmiten valores, cultivan sentimientos en los clientes y generan emociones cada vez que tienen contacto. Estos objetivos se construyen a lo largo del tiempo, a través de estrategias de comunicación creativas que los ayudan a generar conexiones más cercanas con sus consumidores. El storytelling, es una herramienta que se utiliza para generar experiencias que ayudan a la marca a crear vínculos más cercanos con los clientes, donde se crea un ambiente en el que se comparten emociones y sueños. En esta experiencia, dentro de los servicios, los colaboradores tienen la responsabilidad de comunicar los valores de marca, creando momentos únicos que fortalezcan y ayuden en la construcción de esta. Para lo cual, el internal branding es de mucha utilidad. Esto se debe a que busca el compromiso de colaboradores en la transmisión de la esencia de marca, generando fidelidad. Un caso relevante en el uso de ambas herramientas es Starbucks, ya que comunica su valor a través de la experiencia que transmiten sus partners en los puntos de venta. Para este trabajo, será necesaria una investigación exploratoria de tipo cualitativa, llevando a cabo entrevistas a profundidad como técnica de recolección de datos, comprendiendo así si se construye una marca a través del uso del storytelling dentro del internal branding. / The efforts of brands to retain and connect with their customers are not only reflected in customer service. They are reflected in the way they can tell stories through characters who empathize, where they transmit values, cultivate feelings in clients and generate emotions every time they have contact. These goals are built over time, through creative communication strategies that help them build closer connections with their consumers. Storytelling is a tool that is used to generate experiences that help the brand to create closer links with customers, where an environment is created in which emotions and dreams are shared. In this experience, in the services area, employees have the responsibility of communicating brand values, creating unique moments that strengthen and help in the construction of the brand. For which, internal branding is very useful. This is because it seeks the commitment of collaborators in the transmission of the brand essence, generating loyalty. A relevant case in the use of both tools is Starbucks, since it communicates its value through the experience transmitted by its partners at the front desk. For this work, a qualitative exploratory research will be necessary, carrying out in-depth interviews as a data collection technique, thus understanding if a brand is built through the use of storytelling within internal branding. / Trabajo de investigación

The diploma thesis deals with proposals for the development and building of a brand at the retail company Goled, which deals with the online sale of LED lighting. The thesis identifies suitable theoretical concepts for brand development. First is analyzed the company, the Goled brand itself and then its position to customers and competitor. The work mainly uses the experience of existing customers of the brand, which it then uses to design appropriate building and development of the Goled brand.

This thesis deals with the problematics of brand development of a chosen business, which is pizza and burger manufactory and delivery Comics Pizza & Burgers in Brno. The thesis is divided into three parts. The theoretical part defines theoretical bases which serve to create a brand development strategy. The analytical part follows, based on the findings in the theoretical part and a methodical outline. This part first describes basic business data, which is followed by an analysis of the inner and outer business environment as well as an assessment of the current business situation from the market, clientele, and competition standpoints. These analyses serve to evaluate the newly researched information and to create the designs found in the final part of the thesis.

The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on the contents of the Brand manual, which is the key to brand building. Attention will be paid to semiotic analysis of logos, utilization of images and photos, colors and fonts and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. Also, the second brand obviously does not follow the Brand manual. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using...

The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on graphic design rules, which are reflected within each mode and which can deliver quality and consistent communication. Attention will be paid to semiotic analysis of colors, fonts, utilization of images and photos and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using semiotic techniques in marketing...

Las redes sociales se han impuesto como herramientas de comunicación entre empresas y consumidores, pues constituyen una forma fácil y confiable de indagar sobre marcas, productos y servicios. En el 2020, la plataforma digital favorita de las corporaciones para crear reconocimiento de marca, promocionarse y desarrollar la relación con sus consumidores es Facebook. En este sentido, las empresas están apostando por diferenciarse en esta red social a través del marketing de contenidos, el cual consiste en la creación de contenido de valor con el fin de captar y retener a potenciales clientes para inducirlos a la compra. Cabe mencionar que este estudio fue desarrollado en Perú durante la pandemia mundial de la COVID-19. Asimismo, el objetivo de esta investigación es identificar las estrategias de marketing de contenido desarrolladas entre marzo y setiembre del 2020, empleadas en el fanpage de Facebook de un concesionario automotriz peruano para lograr los objetivos del área de marketing durante la pandemia de la COVID-19. Para este estudio de caso, se realizaron entrevistas a los encargados de gestionar las estrategias de marketing de contenido de la empresa. Los principales hallazgos del estudio indican que son dos estrategias claves: el storytelling y la difusión de contenido de valor. A la fecha de presentado este trabajo, los resultados de ambas acciones han sido positivos y contribuyeron a enfrentar la crisis económica pese a la desaceleración del sector automotriz como consecuencia de la pandemia, teniendo en cuenta que la compra y mantenimiento de vehículos no son considerados una necesidad. / Social networks have established themselves as communication tools between businesses and consumers, as they are an easy and reliable way to investigate brands, products and services. By 2020, corporations' favorite digital platform to create brand recognition, promote themselves, and develop relationships with their consumers is Facebook. In this sense, companies are betting on differentiating themselves in this social network through content marketing, which consists of the creation of value content in order to capture and retain potential customers to induce them to buy. It is worth mentioning that this study was developed during the COVID-19 global pandemic. In addition, the objective of this research is to identify content marketing strategies developed between March and September 2020, employed on the Facebook fanpage of a Peruvian automotive dealership to achieve the objectives of the marketing area during the COVID-19 pandemic. For this case study, interviews were conducted with those responsible for managing the company’s content marketing strategies.The main findings of the study indicate that there are two key strategies: storytelling and the dissemination of value content. At the time of presenting this paper, the results of both actions have been positive and contributed to facing the economic crisis despite the slowdown of the automotive sector as a result of the global pandemic, taking into account that the purchase and maintenance of vehicles are not considered a necessity. / Tesis

Inledning - Idrottens ideella föreningar är en av de viktigaste samhällsnyttorna i Sverige. Dessa är beroende av ideell arbetskraft, kraft som har en nedåtgående trend. Tidigare forskningar påvisar att ett välarbetat internt varumärkesbyggande har en positiv effekt på tillfredsställelsen hos arbetstagare i den privata- och offentliga sektorn. Denna studie ämnar undersöka hur ideella idrottsföreningar arbetar med faktorer inom internt varumärkesbyggande idag och hur de skulle kunna arbeta för att tillfredsställa sin ideella arbetskraft och således motverka den nedåtgående trenden. Syfte - Syftet med studien är att skapa förståelse om hur ideella idrottsföreningar arbetar med faktorer inom internt varumärkesbyggande för att tillfredsställa ideella krafter. Inom den privata- och offentliga sektorn är internt varumärkesbyggande ett viktigt verktyg och vi vill studera hur detta kan anpassas i ideella idrottsföreningar. Teoretisk referensram - Den teoretiska referensramen hanterar tre viktiga faktorer som förebygger ett starkt internt varumärkesbyggande inom den privata och offentliga sektorn. Den vetenskapliga litteraturen visade att dessa tre är kommunikation, motivation och värderingar. Ytterligare beskrivs vad ett lyckat internt varumärkesbyggande kan generera och vad ett svagt sådant orsakar. Metod - Studien byggdes på en kvalitativ metod med semistrukturerade intervjuer för att insamla primärdata. Från dessa fann vi fördelar att genomföra en deduktiv ansats med en tematisk analys. Studiens empiri samlades in av totalt fem respondenter från olika ideella idrottsföreningar med ett övergripande ansvar i föreningens ideella verksamhet. För att samla in sekundär data, genomfördes en litteraturgenomgång av totalt 154 vetenskapliga artiklar, där vi slutligen använde 23 för den teoretiska referensramen. Resultat - I studien kom vi fram till att ideella idrottsföreningar kan utgå ifrån och tillämpa samma faktorer för det interna varumärkesbyggandet som den privata och offentliga sektorn. Genom analys av studiens empiri och teori kom vi fram till en ny konceptuelicerad modell som ideella idrottsföreningar kan utgå ifrån för att förstärka arbetet kring internt varumärkesbyggande och därmed öka sannolikheten för den ideella kraften att stanna kvar i föreningen. Modellen beskriver fyra faktorer som skapar ett starkt internt varumärkesbyggande; kommunikation, motivation, belöningar och värderingar, samt fyra faktorer som man bör bearbeta för att tillfredsställa den ideella kraften; tvåvägskommunikation, autonom motivation, strategi och lojalitet. Bidrag - Studien bidrar till en teoretisk redogörelse för hur ideella idrottsföreningar bör arbeta med internt varumärkesbyggande, samt skapat en praktisk rekommendation om hur man kan utnyttja studiens konceptualicerade modell för att behålla kvar de ideella krafterna i ideella idrottsföreningarna. / Introduction - The non-profit sport clubs are one of the most important societal benefits in Sweden. These sports clubs are depending on volunteer workers, which is a phenomenon with a downward trend. Previous research show that well developed internal branding has a positive effect on the satisfaction of workers in the private and the public sectors. This study intends to examine how non-profit sport clubs work with factors within internal brand building strategies today, how they could work to satisfy their volunteer workers and thus counteract the declining trend. Purpose - The purpose of the study is to create an understanding on how nonprofit sport clubs work with factors in internal brand building to satisfy their volunteer workers. Internal brand building is an important tool in private and public sectors, and we aim to study how this can be applied in non-profit sportclubs. Theoretical frame of references - The theoretical frame of references manages three important factors that prevent a strong internal brand building in private and public sectors. The scientific literature proves that communication, motivation and values are those three above-mentioned factors. It is further described what a successful internal brand building can generate and what a weak one causes. Methodology - The study is based on a qualitative method with semi-structured interviews to collect the primary data. From the data, we found advantages to implement a deductive approach with a thematic analysis. The study’s empirical data was collected by a total of five respondents from various non-profit sportclubs with an overall responsibility in the organizational non-profit activities. To collect the study’s secondary data, we made a literature review on a total of 154 scientific articles, from where we finally used 23 for the theoretical frame. Results - In this study, we concluded that non-profit sport clubs can be based on and applied to the same factors for internal brand building as in the private and public sectors. Through an analysis of the study's empirical data and theory, we found a new conceptualized model that non-profit sport clubs can use to strengthen the work around internal brand building and there by increase the probability of the non-profit worker to remain in the organization. The model describes four factors that creates a strong internal brand building; communication, motivation, rewards and values, as well as four factors that should be worked on to satisfy the non-profit force; two-way communication, autonomous motivation, strategy and loyalty. Contribution - The study contributes to a theoretical account of how non-profit sport clubs should work with internal brand building and create a practical recommendation on how to use the study's conceptualized model to retain the non-profit workers in the non-profit sport clubs.

Inledning - Covid-19-pandemin påverkade världen kraftigt och därmed även SHL och klubbarna som ingår i ligan. Tidigare forskning påvisar att en välfungerande relationsmarknadsföring kan motverka effekterna av en kris för företag, och därmed ämnar studien att fylla de forskningsgap som vi har identifierat. Syfte - Det syfte som studien har är att undersöka den relationsmarknadsföring som skett i SHL-klubbarna under pandemin för att ge en övergripande bild samt hur klubbarna har valt att innovera relationsmarknadsföringen. Detta syfte har valts för att möjligtvis se om ekonomin i klubbarna påverkas av relationsmarknadsföring. Teoretisk referensram - Den teoretiska referensramen består av fem olika teman som sedan följer med i studien i olika former. Dessa fem teman är: pandemins påverkan på företagen, relationsmarknadsföring, innovativ relationsmarknadsföring i kriser, coopetition samt varumärkesbyggande. Metod - För att på bästa vis möjliggöra och genomföra studien valdes en kvalitativ metod med en abduktiv ansats och tematisk analys. Studien gjordes med svar från fem av totalt fjorton klubbar där intervjuerna var av semistrukturerad karaktär. Resultat - Resultatet påvisar en stark och främjande bild kring användandet av relationsmarknadsföring i pandemin. Detta växer sig starkare när klubbarna har innoverat detta i olika former, vilket har varit till stor hjälp för att stärka relationerna och säkra överlevnaden ekonomiskt. Samarbeten överlag har visat sig vara populärt från klubbarnas sida där även varumärket har stärkts på vissa håll. Bidrag - Studien ger ett bidrag kring ökad förståelse samt vikten av att från SHL-klubbarnas sida ha bra relationer till såväl partners som fans i kriser, samt det viktiga med att vara innovativ i kriser och hur detta möjliggör en förbättrad överlevnad. Studien belyser även hur varumärken kan växa i kriser även om problemen är vitala. / Introduction - The covid-19-pandemic considerably affected the world, and with that also the SHL and the clubs included in the league. Previous research demonstrates that a well-functioning relationship marketing process can counteract the effects of a crisis for companies, and therefore this study aims to fill the research gaps which we have identified. Purpose - The purpose of this study is to examine the relationship marketing process that happened in the SHL clubs during the pandemic in order to give an overall picture and to see how the clubs chose to innovate their relationship marketing. This purpose was chosen in order to possibly see if the clubs’ economic status was affected by relationship marketing. Theoretical framework - The theoretical framework consists of five different themes which follow along the study in various forms. The five themes are: the pandemic’s impact on companies, relationship marketing, innovative relationship marketing in crisis, coopetition and brand building. Method - In order to enable and go through with the study in the best possible way a qualitative method, an abductive approach and a thematic analysis was chosen. The study was done with responses from five of fourteen clubs with the interviews being of a semi-structured nature. Results - The results demonstrate a strong and supporting picture regarding the use of relationship marketing during the pandemic. This sentiment also grows stronger when the clubs have innovated this process in different forms, which also have been to great aid in order to strengthen the relationships and secure the survival economically. Collaborations overall have shown to be popular from the clubs’ sides where the brand even has strengthened in some places. Contribution - The study gives a contribution regarding increased understanding and the importance of having good relationships towards partners and fans in crisis for the SHL clubs. There is also weight on being innovative in crises and how this enables survival in a better way. In addition to this the study also illustrates how brands can grow in crises even if the problems are vital.