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Rozvoj komunikace pro posílení konkurenceschopnosti značky / Development of Communication for Enhancing the Competitiveness of Brand

The subject of this diploma thesis is the design development of marketing communication to enhance brand competitiveness in company focused on fast moving consumer goods. Concretely the Knorr, food brand of Unilever company. The first part provides a theoreti-cal basis for the processing of the issue. In the practical part I have assessed the current marketing communication by using inter alia SWOT, PEST and Porter's analysis. Based on analysis of the current situation, I propose to improve marketing communications, including analysis of time, costs and risk.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:224153
Date January 2013
CreatorsPaprskářová, Iva
ContributorsSuchopárová, Mariana, Zich, Robert
PublisherVysoké učení technické v Brně. Fakulta podnikatelská
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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