The purpose of the thesis is to explain the meaning of brands in marketing. What is the difference between the brand and product. What the brand means for the company and what for the customer. Which factors determine that some brands are successful while others not. Why is design and storytelling important around brands.Futher, the thesis deals with positioning, product, price, promotion, place, innovation. The last part of the thesis deals with the perception of brands on the cola market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:16498 |
| Date | January 2009 |
| Creators | Trnka, Marián |
| Contributors | Koudelka, Jan, Zamazalová, Marcela |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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