Theory of archetypes is one of several methods how to find the direction for building and managing of brand. This theory is based on theories C. G. Jung. Main objective of this thesis is to find out how companies on Czech market are using archetypal identity. And whether they have urge to use archetypes or similar approaches. In this thesis are also mentioned other theories, methods and methodologies, which helps with building and managing of brands. Practical part of this thesis is about branding of insurance companies. Main element of this part is quality research, especially interview with experts, which have lot of experience with branding and archetypes. Next part of thesis is focused on analysis of communication strategies of largest insurance companies on Czech market and on analysis of rebranding ING to NN in 2015.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359347 |
| Date | January 2017 |
| Creators | Krejčí, Ondřej |
| Contributors | Machek, Martin, Karlíček, Miroslav |
| Publisher | Vysoká škola ekonomická v Praze |
| 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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