Ape Boards is my own newly formed label, which manufactures snowboards and kiteboards. For this thing I have proposed a substantial logotype, which has a function as a unifying element across the whole brand and designs boards. Website (www.apeboards.com). A first collection of snowboards and kiteboards from which I had made 7 pieces for a thesis. Designs do not 'mass' lust, because the objective is not a big production or promotion, but based on what I liked. From the minimalism through the color geometry to the gorillas, according to which the brand was named.

El presente trabajo de investigación analiza y evalúa cómo la gestión de la comunicación en las iglesias evangélicas Camino de Vida y Emmanuel han influido en el crecimiento o decrecimiento de su masa de adeptos en el período 2011-2018. Desde un enfoque de la Comunicación Corporativa se encontró que las iglesias evangélicas Camino de Vida y Emmanuel gestionan elementos de su identidad que les permiten diferenciarse de otras iglesias. Dicha diferenciación es el factor de atracción para las personas, lo cual contribuye al crecimiento de dichas iglesias. Es decir, las percepciones que generan al público y tienen un impacto directo con su crecimiento. Por ello, como hipótesis se plantea que la presencia de una gestión profesional de la comunicación y conocimiento de los activos intangibles puede tener como resultado un crecimiento en la masa de adeptos en las iglesias Camino de Vida y Emmanuel. El crecimiento de la congregación se puede traducir en una expansión de la iglesia, tanto en localidades como en diversificación de grupos; en la necesidad de producir eventos especializados; y en la consolidación de su reputación frente a otras iglesias a nivel nacional e internacional; sin dejar de mencionar el consecuente posible incremento de ingresos por la vía de los diezmos y las ofrendas de los congregantes. En ese sentido, la ausencia de una gestión comunicacional en las iglesias evangélicas estudiadas representa un problema que podría impactar negativamente en su crecimiento organizacional en el tiempo. La metodología que esta investigación realiza es mixta. La investigación tuvo un enfoque exploratorio que procesó información cualitativa y cuantitativa. En el caso de las dos organizaciones investigadas, es posible afirmar que la gestión comunicacional ha redundado positivamente en su crecimiento. Esto se comprueba desde lo cuantitativo con un crecimiento en la masa de adeptos y la necesidad de apertura de otras localidadesde de cada iglesia; así también como en lo cualitativo, como es la salud organizacional, tanto interna como externamente, en el período estudiado. / This research work analyzes and evaluates how communication management in the Camino de Vida and Emmanuel evangelical churches have influenced the growth or decrease of their mass of followers in the period 2011-2018. From a Corporate Communication approach, it was found that Camino de Vida and Emmanuel evangelical churches manage elements of their identity that allow them to differentiate themselves from other churches. This differentiation is the pull factor for people, which contributes to the growth of these churches. That is, the perceptions that they generate to the public and have a direct impact on their growth. Therefore, it is hypothesized that the presence of a professional management of communication and knowledge of intangible assets may result in a growth in the mass of followers in the Camino de Vida and Emmanuel churches. The growth of the congregation can translate into an expansion of the church, both in localities and in diversification of groups; in the need to produce specialized events; and in the consolidation of its reputation in front of other churches at national and international level; not to mention the consequent possible increase in income by way of tithes and congregants' offerings. In this sense, the absence of communicational management in the evangelical churches studied represents a problem that could negatively impact their organizational growth over time. The methodology that this research carries out is mixed. The research had an exploratory approach that processed qualitative and quantitative information. In the case of the two organizations investigated, it is possible to affirm that communicational management has positively resulted in their growth. This is verified from a quantitative point of view with a growth in the mass of followers and the need to open other localities of each church; as well as qualitatively, such as organizational health, both internally and externally, in the period studied. / Tesis

Lubor JENČEK: City branding krajských měst v Česku Abstract This thesis deals with city branding of Czech regional capital cities. Its goal is to compare city branding of Czech regional capital cities and reveal a functional mechanism of city branding in practice. The theoretical framework of this thesis is based on the concept of branding, which is first discussed in general and later theoretically and practically expanded. Its functions in general are discussed. In the empirical part, the main research attention is dedicated to concepts of place branding and city branding on the case of the contemporary city branding of Czech regional capital cities The thesis aims to answer six research questions divided into three thematical groups - interpretation of Czech regional capital cities' brands, motivation for their creating and use, and the ways how to manage them. Answers to these questions should reveal actual condition of Czech city branding. A combination of qualitative and quantitative methods is used in this thesis. Data were acquired by questionnaire survey targeted at all Czech regional capital cities' representatives, and semi-structured interviews with representatives of four selected cities (Ostrava, Zlín, Plzeň and Ústí and Labem) as case studies. The results of the thesis can be applied in...

This thesis deals with the marketing of non-profit organizations. Namely, it focuses on the marketing communication of the Christian organizations providing social services. Theoretical part of the thesis deals firstly with the importance which has the marketing for the nonprofit sector. Secondly, it suggests some specifics associated with the marketing of social services and with Christian social service providers. In the empirical part of the thesis there are revealed the key elements of the marketing communication of the Christian non-profit organizations providing social services. At the same time the question of whether Christian values could be used as a competitive advantage is answered.

Between the 1850s to the 1960s, the department store emerged as a prominent retail format worldwide. As a retail format, the department store model broke away from pre-existing retailer and consumer conceptions of shopping and the shopping environment. Store leaders placed their focus on creating an uplifting mode of consumerism that perpetuated the department store as an ‘experience.’ However, behind the department store’s ‘magical’ façade, store management preplanned and manipulated consumer interactions with every part of the store. The managerial techniques managers used allowed these institutions to become an epicentre of consumerism and urban culture globally. The department store has lost its reputation as a vibrant shopping location in the digital age, and retailers and consumers alike have disregarded it as solely a monument of retail nostalgia. Nonetheless, today’s retailers still have much to learn from the ways department store leaders innovated. The management techniques used in department stores can provide insight into these institutions’ successes and pitfalls when navigating changing retail circumstances. If the department store is used as a tool of managerial know-how for retailers in the digital age, it could allow other retailers to sustain a semblance of the department store’s longevity, commercially and culturally. Hudson’s Bay, a remaining store in the Canadian department store industry, features as a case study to highlight the extent to which department store leaders designed and managed their stores. / Dissertation / Doctor of Philosophy (PhD) / This thesis examines the department store’s legacy as a tool of managerial know-how for retailers in the digital age. From the 1890s to the 1960s, department stores were an epicentre of consumerism and urban culture in locales worldwide. Department store management crafted store environments to create a ‘magical’ atmosphere for customers while calculating every consumer interaction with the store behind the scenes. Over the twentieth and twenty-first centuries, increased retail competition has forced many stores to close, often leaving visual façades as the sole reminders of some defunct stores. Yet, the extensive management techniques used inside and outside stores provide insight into how this retail format achieved prominence, how its leaders responded to competitors, and how department store management techniques can contribute to current retail discussions despite its continued decline.

Purpose: The purpose of this study is to examine how a company with a single brand is perceived as uniform, as well as how they use internal brand building to reconcile various competing actors within one brand. Furthermore the aim is to examine how staff, through internal brand building processes, perceives and identifies themself with the values of the common brand. Method: A case study with method triangulation was conducted at Nordiska Kompaniet department store in Stockholm. Quantitative data through a questionnaire survey with employees combined with two observations. Qualitative data was given through an email interview with a responsible manager of digital channels and PR from NK AB. Theories: This study has used the following theories; Destination marketing, Corporate brand, internal branding, corporate identity, corporate culture, brand value, service brand values, brand citizenship behaviour. Conclusion: This case study of NK has shown that internal branding building in a department store is a comprehensive work, which all involved must have a unified perception and understanding of the brand, in order to successful unite under one brand. Internal brand building is done primarily to employees through various recurrent trainings and meetings, with the purpose to create behaviour consistent with the brand values. However, there is a lack of communication since staff did not correctly perceive and understand the actual brand values. This results in that staff identify with incorrect values, which means that they have a brand citizenship behaviour that is not consistent with the brand values. / Syfte: Syftet med studien är att undersöka hur ett företag med ett gemensamt varumärke uppfattas som enhetligt, samt hur de använder intern varumärkesuppbyggnad för att förena olika konkurrerande aktörer under ett varumärke. Syftet är således att undersöka hur personalen med hjälp av intern varumärkesuppbyggnad, uppfattar och identifierar sig med det gemensamma varumärkets värden. Metod: En metodtriangulering genomfördes på Nordiska Kompaniet i Stockholm. Kvantitativ data gavs genom en enkätundersökning med anställda kombinerat med två observationer. Kvalitativa ansatsen var genom en e-post intervju med ansvarig chef för PR och digitala kanaler på NK AB. Teori: Studien har använt följande teorier; Destinationsmarknadsföring, företagsvarumärke, intern varumärkesuppbyggnad, företagsidentitet, företagskultur, varumärkesvärden, servicevarumärkets värden samt varumärkesorienterade beteende. Slutsats: Fallstudien på Nordiska Kompaniet har visat att intern varumärkesuppbyggnad i ett varuhus är ett omfattande arbete, där alla inblandade måste ha en enhetlig uppfattning och förståelse av varumärket, för att de framgångsrikt ska förenas under ett varumärke. Intern varumärkesuppbyggnad sker framförallt till anställda genom olika återkommande utbildningar och möten, för att således skapa ett beteende förenligt med varumärkets värden.  Däremot finns en brist i kommunikationen när personalen inte korrekt uppfattar och förstår varumärkets faktiska värden. Det leder till att personalen identifiera sig med felaktiga värden. Vilket gör att de uppvisar ett varumärkesorienterande beteende som inte är förenligt med varumärkets värden.

Submitted by Julien Antoine Marie Montcel (julienmontcel@gmail.com) on 2015-02-20T17:14:37Z No. of bitstreams: 1 Julien Montcel_Thesis_FGV_20022015 - Final version post presentation.pdf: 535252 bytes, checksum: bfe7fc52e8d66af7ff52b70f555400f0 (MD5) / Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2015-02-20T18:47:35Z (GMT) No. of bitstreams: 1 Julien Montcel_Thesis_FGV_20022015 - Final version post presentation.pdf: 535252 bytes, checksum: bfe7fc52e8d66af7ff52b70f555400f0 (MD5) / Made available in DSpace on 2015-02-20T19:36:24Z (GMT). No. of bitstreams: 1 Julien Montcel_Thesis_FGV_20022015 - Final version post presentation.pdf: 535252 bytes, checksum: bfe7fc52e8d66af7ff52b70f555400f0 (MD5) Previous issue date: 2015-01-20 / A privatização de uma empresa é uma mudança empresarial disruptiva que geralmente coincide com o fim de uma posição de monopólio e da subsequente entrada num ambiente competitivo. Os desafios que a privatização coloca são tão árduos que eles levam muitas vezes a liderança (leadership) para executar planos ambiciosos de mudança empresarial. No entanto, a literatura mostra que muitos deles falharam. Na verdade, esses planos preveem mudanças bruscas e importantes que tendem a empurrar a empresa privatizada na armadilha de aceleração (acceleration trap). Um tipo de 'burnout organizacional' (organizational burnout) onde a exaustão e a resignação da força de trabalho afetam drasticamente o desempenho da empresa. A tese, portanto, focalizou em estudar a ligação entre um processo de privatização e o risco de cair na armadilha de aceleração. Uma investigação preliminar sobre a literatura das mudanças empresariais permitiu a concepção de um quadro preliminar teórico que sugere a existência de dois moderadores (moderators) deste relacionamento entre um processo de privatização e a armadilha de aceleração: um 'choque cultural' (cultural clash) e um 'fraco clima de liderança transformacional' (weak transformational leadership). Em seguida, um estudo de caso - baseado numa empresa de telecomunicações europeia e conduzido através de uma abordagem metodológico não puramente indutivo (non-purely inductive approach) - confirma, mas também aprofunda a compreensão da ação desses dois moderadores. A respeito do moderador 'choque cultural' (cultural clash moderator), a análise de dados do estudo de caso da empresa de telecomunicações europeia mostra a importância exercitado tanto por um 'choque de identidade corporativa' (corporate identity conflict) como por um 'conflito de identidade gerencial' (management identity conflict). Quanto ao moderador 'fraco liderança transformacional', a análise dos dados destaca o papel da 'falta de confiança na nova gerência' (lack of trust in the new management), mas também de 'sentido do trabalho' (lack of job sense), principalmente através da perda de 'orgulho no trabalho' (loss of proudness). Finalmente, a análise dos dados salienta que a 'não aceitação do novo sistema de incentivos' (non-acceptance of the new incentive system) afeta significativamente a relação entre a privatização e a armadilha de aceleração, contribuindo tanto para um 'choque cultural' como para um 'fraco clima de liderança transformacional'. / The privatization of a company is a disruptive shift that generally coincides with the end of a monopoly position and the subsequent entry into the competitive game. The challenges that it raises are so arduous that they tend to lead the leadership to execute massive corporate changes. Yet, the literature shows that many of them fail. In fact, those plans envisage abrupt and severe changes that tend to push the privatized company into the acceleration trap: a type of organizational burnout where the exhaustion and the resignation of the workforce affect dramatically the performance of the company. The thesis has therefore focused on studying the link between a privatization process and the risk of falling into the acceleration trap. An initial investigation into the corporate change literature has permitted to design a preliminary theoretical framework, which has suggested the existence of two moderators of the relationship between privatization and acceleration trap: a cultural clash and a weak transformational leadership climate. Then, a single case study - based on a European telecommunication company and driven through a non-purely inductive approach – has confirmed but also deepened the understanding of the action of those two moderators. Regarding the cultural clash moderator, the data analysis of the company’s case study shows the importance played by not only a corporate identity conflict but also by a management identity clash. With regard to the weak transformational leadership climate moderator, the data analysis highlights the role of lack of trust in the new management but also of job sense, particularly through a loss of proudness. Finally, it also derives from the data analysis that the non-acceptance of the new incentive system also significantly affects the relationship between privatization and acceleration trap by contributing to both a cultural clash and a weak transformational leadership climate.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:48:48Z No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:29Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:37Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Made available in DSpace on 2013-10-22T13:50:08Z (GMT). No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) Previous issue date: 2010 / Considerando o crescente número de empresas brasileiras que tem investido em unidades operacionais no exterior e a necessidade de criar a identidade de uma corporação transnacional, esta pesquisa objetivou explorar a existência e a influência de um processo estruturado de construção de marca corporativa global por parte de empresas transnacionais brasileiras do segmento business to business. Um estudo múltiplo de casos foi realizado entre cinco empresas significativas listadas no ranking de transnacionalidade. Ao final desta pesquisa, foi possível verificar que embora todas as empresas estudadas afirmarem possuir um processo de construção de marca corporativa global, tal fato não se confirmou. Também verificou-se que o nível de maturidade do processo entre as empresas é diverso, bem como a sua importância no sucesso da internacionalização, diante das características distintas das corporações estudadas. Uma série de dificuldades neste processo, bem como as soluções adotadas e propostas são indicadas. A relevância dos diversos stakeholders no Brasil e no exterior no processo de internacionalização foi analisada, e entre as empresas estudadas não houve uma forte distinção destes no Brasil e no exterior. Verificou-se haver aderência entre os processos espontâneos de construção de marca corporativa das empresas e as linhas de pensamento dos pesquisadores estudados, existindo peculiaridades na maneira em como o processo se estabelece e em como a identidade corporativa se expressa. / Considering the increasing number of Brazilian companies that have invested in operational units overseas and need to establish the identity of a transnational corporation, this research aimed to explore the existence and the influence of a structured process of building a global corporate brand by Brazilian TNCs from the business to business segment. A multiple case study was conducted between five major companies listed in the ranking of transnationality. At the end of this study, we observed that although all the studied companies claimed to have a process of building the corporate brand globally, that fact was not confirmed. It was observed that the maturity level of the process and its importance in the success of the internationalization is diverse among companies, given the distinct characteristics of the corporations studied. A number of difficulties in this process and the solutions adopted and proposals are indicated. The relevance of the various stakeholders in Brazil and abroad in the internationalization process was analyzed, and among the studied companies there were not solid differences in Brazil and abroad. It was found to have adhesion between the spontaneous processes of building the corporate brand and the lines of thought of the researchers studied, even though there are peculiarities in the way as the process is established and how the corporate identity is expressed. KEYWORDS:

This thesis deals with company design. The goal is to explain all relevant aspects, especially from company design project point of view. Practical case study of realization of company design project in company Filamos s.r.o. is a part of this thesis. First part explains the term company design, discusses its introduction in a company, administration and its changes. It deals with this term also in context of company identity or image, especially its line up to information strategy. Second part deals with preparation and realization of company design project in company Filamos s.r.o. while practical part deals above all with methodology of this project. The output of the project, "Graphical manual" of the company Filamos s.r.o., is attached.

The goal of this master thesis is to summarise theoretical knowledge and characteristics of the corporate image and characteristics of public relations and subsequently to practice the PR audit and the research of the corporate image by the key target groups in the surrounding of the organization. An optimazing approach to the communication process has been developed based by outputs from the PR audit. The analysis and the research were conducted on a higher educational institution XY Ltd. The analysis of the material facts through the scientific literature and company internal documents and personal partially standardised interview were used as a methodological background for the PR audit. The subjective attitudes of the key target groups of interested persons towards corporate image was conducted with the help of questionionnaires.