This thesis reports on brand repositioning, i.e. changing a position of a brand. The theoretical approaches are described in the first part, the second one focuses on an analysis of the Scholl brand repositioning. This brand offers shoes of a supreme quality and design. The main goal of this paper is to evaluate the continous results of the repositioning activities accomplished since 2009, compare them with the specified goals for this mission, and based on the findings, formulate recommendations for Scholl, how to proceed in order to achive those goals.

Cílem diplomové práce na téma ?Porovnání marketingové strategie firmy Nespresso na francouzském a na českém trhu? je zejména analýza marketingové strategie a její použití na francouzském a českém trhu.. Analyzovány jsou specifika konceptu Nespresso, rozhodnutí brand managementu o značce a detailně je popsán historický vývoj značky. Práce rozebírá klíčové faktory úspěchu značky Nespresso na francouzském trhu a navrhuje určitá doporučení pro vývoj značky na českém trhu.

The main aim of this thesis is to analyze the positioning of Flora brand on the czech market. For my analysis I will use the chosen marketing tools such as the competitor analysis, SWOT analysis so as the analysis of marketing mix. The key source of information will be the qualitative research. On the basis of that I will compare the ideal positioning with the real one and come with the appropriate suggestions which could help to improve the positioning strategy of Flora brand in the Czech republic.

Thesis (Ph. D.)--Washington State University, May 2010. / Title from PDF title page (viewed on June 16, 2010). "College of Business." Includes bibliographical references.

The purpose of this study is to show how effective brand heritage and brand stewardship can contribute to build a strong brand image and thus strengthen corporate marketing. Moreover, it is aimed to provide evidences that historical resources can enforce the brand identity and create desirability among customers, the strong brand creating value to both the customer and the company.

A consequence of the 2005 Government White Paper on Education was the apparent continuation of the marketisation of education in England. As a result, it would appear that the need for schools to be able to market themselves within this culture was becoming more and more important. One of the key elements of an effective marketing strategy is the notion of ‘brand’. Consequently, this study explores the concept of brand within the environment of Primary education in the UK. In particular, it investigates the importance of an effective vision for generating a notion of brand within the school and the effects that this manifests. The research is conducted by using an Action Research methodology in which the researcher also assumed the role of consultant. This presented many potentially conflicting situations particularly with a view to maintaining validity and reliability. It was done by carrying out a sixteen month investigation into brand development within a primary school in the south-east of England. The results were obtained by a combination of ongoing data collection, questionnaire responses from school staff and interviews with a representative group of school staff. The focus of the research was potentially vast but was narrowed to an investigation of the relationship between vision and brand, the main component aspects of embedding a brand and an investigation into the effects of this on school staff. As a result, a model was developed to summarise the findings and present a potential methodology for subsequent research and development. The main findings were that a focus on brand development within the school, through the promotion and development of an effective vision, led to a greater sense of unity within the school staff, greater levels of staff engagement and motivation and a more positive atmosphere within the school.

Thesis (Ph. D.)--Washington State University, December 2008. / Title from PDF title page (viewed on Apr. 17, 2009). "College of Business." Includes bibliographical references (p. 77-84).

The theoretical part of this paper (chapters 1 to 3) explained the main relevant terms such as marketing, marketing mix, segmentation, targeting, positioning, brand, brand value and brand management. The practical part in its fourth chapter described the charakteristics of wine market in the world and also in the conditions of Czech republic. It also describes the chilean wines market in Czech republic and the local market competition environment. The fifth chapter introduces Concha y Toro winemaking company and also Bacchus company which is importing the Concha y Toro product into Czech republic. Sixth chapter analyses the Concha y Toro product portfolio and introduces the product lines and their role in context of the whole portfolio. This chapter also explains the influence of price and wine specific origin on the product positioning. Chapter seven focuses on more detailed analysis of the offtrade brands. It describes differences in communication activities, product characteristics and distribution channels. It also includes survey on chilean wines offered in some of the chain stores which illustrates the position of Concha y Toro wines on the czech market. Proposal of strategy to increase the sales volume in offtrade is presented as well.

The market of tobacco products presents a very specific area of fast moving consumer goods. Marketing activities are strictly limited by law and the correct establishment of communication tools is sometimes considerably difficult. In addition to the above, in the case of the tobacco industry, we are talking about almost the same product for every particular cigarette brand. My diploma thesis deals with the role of the premium brand Marlboro in the product porfolio of the company Philip Morris ČR a.s.

Thesis (M.B.A.)--University of Hong Kong, 1986.