Práce se zabývá komunikační strategií. V teoretické části se zabývá komunikací, podnikovou identitou, podnikovou kulturou, podnikovou komunikaci a podnikovým designem. V druhé části analyzuje komunikační strategii RPC VŠE především na příkladu komunikační strategie Veletrhu pracovních příležitostí Šance. Poslední kapitola obsahuje doporučení pro celkovou komunikační strategii RPC.

The thesis deals with the perception of a cosmetic brand Palette. It analyzes its communication activities and brand identity and compares them with its parent brand Schwarzkopf. The main goal is to find out how Czech consumers perceive this brand. It describes awareness, associations connected with the brand and attitude of consumers towards Palette. The main method to achieve the goals of this thesis is my own research conducted online and analysis of publicly available secondary data and private secondary data from Henkel company.

This diploma thesis focuses on the male and female identities in the society. The main aim of the thesis is to capture this problem and uncover a viewpoint of the respondents included in the research. The introductory chapter approaches the evolution of social relations between men and women. The following one is the introduction into the problem of identity and its evolution. The third part uncovers the roles of men and women in contemporary society and their relationships. I also deal with some differences between male and female behaviour, especially their mentality, communication and needs. The practical part ot the thesis includes the research which finds out the respondents' attitude to the problem of male and female identities.

The paper is focused on relationship of Russian cultural values and cultural environ-ment to the liberal democratic form of government. The main objective of this paper is to analyze impact of the Russian culture on adoption and promotion of democracy in Russia. In the first part of this paper are described basic ideas on which is based Rus-sian society. In the following chapter base on researches of Geert Hofstede and Ronald Inglehart is described current system of values of the Russian society. The third part of the paper examines historical experience of Russia with the democracy and an influence of this experience on adoption of democratic form of government. In last part base on findings in previous chapters is assessed impact of Russian cultural envi-ronment on the adoption and promotion of democracy in Russia.

The master thesis deals with brand image and identity, the difference between brand perception from the customer point of view and from the creator point of view. The thesis is divided into theoretical and practical part. In the frame of theoretical part there is a brand definition, its components, functions which are the most important part of brand building since it is necessary to see the advantages of brands. This master thesis looks in details on brand value and models for measuring brand value. The practical part deals with market research through questionnaire, which is a base for evaluating image of the adidas brand. On the basis of the survey results the recommendations are made at the very end of the thesis.

The work deals with the perception of the Audi brand in the Czech market. The theoretical part describes the terminology related to the concepts of brand image and identity. The practical part includes an analysis of data obtained from my own research that seeks to uncover the match or inaccuracies in the perception of image and brand identity. It shows the actual image of Audi and also finds whether the prejudices about the brand Audi which circulate in the Czech Republic were refuted.

The European youth policy is not often in the centre of attention of media and therefore the awareness and interest of public is on the topic is not very high. However, youth is exactly the group of the population that can be easily influenced. Hence it should be the main target group of the European Union when creating the European identity of its citizens. This thesis analyze three chosen programmes of European youth policy and their influence on formation of the European identity.

The aim of the thesis is to analyze the overall image of Slovakia. First, the work argues whether it is even possible to use conventional marketing practices in connection with the country as a brand, what Simon Anholt theory analyzes as well. In the following section, the attention is focused on the evaluation of systematic work and cooperation of government authorities responsible for a unified communication strategy of Slovak promotion and communication with the public. Analysis of Slovak promotion evaluates the effectiveness of media campaigns aimed at the promotion of Slovakia as a tourist destination. At the end, questionnaire survey compares domestic and foreign attitudes to Slovakia, the impact of advertising campaigns on development of these attitudes and verifies national identity of Slovakia. The survey results will contribute to the final assessment of the image and improvement suggestions for the current strategy of Slovakia.

The main objective of the thesis is to evaluate how FMCG companies respect the personality of the brand during promotion on social networks, and whether it is consistent with their communication in other types of media. The partial aim is to assess how opinions of marketing experts are different. The theoretical part is prepared on the basis of secondary sources of information, especially professional publications. The practical part summarizes the findings from quantitative content analysis and expert interviews with employees of companies. Based on these interviews a summary and suggested possible improvements is in the conclusion of the thesis.

Following diploma thesis is focused on the position of Islam in the politics of Bosnian Muslims alias Bosniaks. It examines the period from the first multiparty elections to the declaration of independence of Bosnia and Herzegovina and war till the process of europeization in the 21st century. The author of this thesis is focused on the revival of Islam in society and politics in this time period of modern history after forty years of communist rule. Due to nationalism of all ex- Yugoslav nations becoming acute this process of revival was followed by radicalization and signs of extremism. Islam was also used in politics and tightly connected with it exactly in the spirit of older Bosniak ideological concepts. The presentation of these tendencies is the content of the first part of diploma thesis. In the second part the author is focused on activation of the policy of western democracies and International Communities which subsequently rolled back the influence of Islamic countries on Bosniak political leaders. In the survey of postwar development is also introduced the Office of High Representative of UN and its essential influence on the laicization of Bosniak politics resulting to disappearance of radical displays of Islamization. The outcome of the activation of western diplomacy was then slow...