This thesis if focused on brand building on the internet and possibilities brought to this filed by usage of systems methodologies. SWOT analysis is widely used in marketing, but it is focused solely on evaluating the current state of things and there is no formal framework to connect branding with marketing. Critical Systems Heuristics (CSH) methodology is used to supplement traditional marketing approaches. CSH consists of 12 boundary questions which can be used to define ideal state of analyzed systems. CSH methodology is then used to create a draft of Monoe brand, which will stand for a provider of photographical and graphical services. Based on gathered information from boundary questions, a website for the brand was created and promotion on social networks was also started. This practical use of CSH shoved that the boundary questions are too vague to be properly used in branding, but mostly address the right fields. Because of that, the boundary questions were modified. The asset of this thesis is modifying CSH methodology so it can be used as a framework to build brands on the internet.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:203889 |
| Date | January 2015 |
| Creators | Rais, Josef |
| Contributors | Sigmund, Tomáš, Čermák, Radim |
| 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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