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Strategická pozice značky a její definování v konkurenčním prostředí / Strategic Position of a Trademark and its Definition in the Competitive Environment

The thesis focuses on defining the strategic brand positioning, its long term building possibilities in a competitive market environment and assesment methods. The thesis includes case study on international cosmetic brand Dove and how the communication influences the brand.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:10179
Date January 2008
CreatorsFroňková, Tereza
ContributorsKovář, František, Štěpanovič, Boris
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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