The diploma thesis deals with strategic brand management. Analyzes the brand of both internal and external pesrpectives and presents a comprehensive analysis of the company’s brand. Factors influencing the customer loyalty and their importance in terms of the actual client perception, that serve as starting points for the proposal part, are identified. Main intention of these part is to create proposals for the development of a brand in accordance with the strengthening of a customer loyalty and with the recommended procedure of action for the future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:443012 |
| Date | January 2021 |
| Creators | Šenková, Kateřina |
| Contributors | Schüller, David, Zich, Robert |
| Publisher | Vysoké učení technické v Brně. Fakulta podnikatelská |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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