This thesis aims to describe the process of rebranding SkoFIN (Volkswagen Financial Services) and especially its communication through PR tools. ŠkoFIN was present at the Czech market since 1992 and after 23 years decided for a complete rebranding of the company. It changed not only the name but also the logo and corporate colors. The thesis analyzes used PR tools, puts them in the context of marketing campaigns and deals with generated media articles. It also contains the analysis of public opinion using a questionnaire survey. This thesis focuses on the analysis of media articles and a way of perceiving the changes by public.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:344202 |
| Date | January 2016 |
| Creators | Piškulová, Alžběta |
| Contributors | Šoltys, Otakar, Hrabánková, Markéta |
| 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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