The purpose of this diploma paper is to describe the brand building process of UniCredit Bank in the Czech Republic, analyse the brand itself and make recommendations regarding the future of the brand. The paper comprises of the theoretical and practical parts. The theoretical part explains the meaning of a brand and the process of brand building. Attention is brought to market segmentation and the marketing mix. The practical part contains the description of the brand building process of UniCredit Bank in the Czech Republic and the analysis of the brand including the comparison with its competition. The deduction of the paper features a conclusion and recommendations for the brand towards the future.

Title: UniCredit Bank - the sponsorship utilisation of UEFA Champions League. Objectives: The main objective of this diploma thesis is to analyze the mutual relationship of sponsoring between the UEFA Champions League and UniCredit Bank. Based on the results, recommendations for improvement of the sponsorship cooperation will be suggested. Methods: In this thesis will be used survey in order to obtain the necessary information regarding the impact of the sponsorship from czech fans. Furthermore, SWOT analysis method will be realized to analyze the actual benefit of the sponsorship for UniCredit. And method of case studies which will analyze itself sponsorship with all its consequences. Results: The results will be processed according to the selected objectives and will be interpreted in a separate chapter as suggestions and recommendations for the improvement of the sponsorship. Keywords: sport, sponsorship, advertising, UEFA Champions League, UniCredit Bank

The issue of managing customer relationship is very comprehensive and touches all processes in organizations. My diploma thesis focuses on benefits of CRM systems for improving effectiveness of marketing campaigns in retail segment of UniCredit Bank Czech Republic, a. s., a member of leading European financial institution UniCredit Group. Customer relationship management approach is analyzed on the example of a key marketing campaign that took place this year. The theoretical knowledge is compared with practical application in the different stages of the campaign management - planning, execution and evaluation by using CRM tools. The aim is to verify the current knowledge on customer needs, ability to deliver the right data to target potential clients, use of information technology for campaign management and results evaluation. As a conclusion the thesis provides a list of recommendations that should enhance efficiency of executed marketing campaigns and leverage value for the customer as a key factor for building a long-tern relationship between the bank and the client, which is a prerequisite to fulfill the basic objective of the company's existence -- profit maximization.

The subject of this thesis is to evaluate the corporate culture of UniCredit Group. The thesis also analyses the influence of Italian national culture on corporate culture of the UniCredit Group. The theoretical part describes the corporate culture, its determinants, typology and strategies used in international expansion. The practical part introduces the UniCredit Group, its history on the czech market and it also includes the evaluation of the corporate culture. In the end, there is an analysis of Italian national culture being one of the determinants of the UniCredit Groups corporate culture.

The diploma thesis aims on financial analysis of the company UniCredit Bank, Inc. in period of year 2012 to 2015 focusing mainly on comparison of its finacial results with previously selected groups of banks. Firstly, the principle of financial analysis and its purpose is stated with particular financial indicators being described. Secondly, basic information about the UniCredit Bank Inc. are given combined with analysis of banking industry as a whole throughout the period. The third main part provides the individual financial analysis of UniCredit Bank Inc. that is compared with statistical data of banking industry and the group of big banks. The results are graphically processed with use of Spider chart for each year of the period. Lastly, the final overview of financial results of UniCredit Bank in context of chosen sectors´ data is summarized.

This thesis deals with the issue of health and safety at work and fire protection, focusing on the management system for the company UniCredit Bank Czech Republic and Slovakia a.s. The first part of the thesis is focused on defining of the related legislative regulations in are of OSH and FP in the Czech Republic, on related terms, analytics methods used in this area and on the specifics of Open Space offices. The second concentrates on the basic information about the company itself and to the analysis of processes and established procedures dealing with OSH and fire protection in the company. The aim is to map management practices in OSH and FP management, uncovering any shortcomings and proposal for acceptable corrective action. There were used internal company guidelines together with the data from the investigation carried out on a sample of 100 employees for the purposes of this thesis.

This Master's thesis aims to analyze changes in the corporate governance during the financial crisis, highlight the main changes in the field of corporate governance in UniCredit during this period and compare UniCredit`s Corporate Governance with OECD principles. In addition, on the basis of the analysis carried out, my objective will be to recommend possible updates in the Principles and also generalize the findings in order to help Czech companies improve their current system of governance.