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Budování značky UniCredit Bank na českém finančním trhu / Brand building of UniCredit Bank on the Czech financial market

The purpose of this diploma paper is to describe the brand building process of UniCredit Bank in the Czech Republic, analyse the brand itself and make recommendations regarding the future of the brand. The paper comprises of the theoretical and practical parts. The theoretical part explains the meaning of a brand and the process of brand building. Attention is brought to market segmentation and the marketing mix. The practical part contains the description of the brand building process of UniCredit Bank in the Czech Republic and the analysis of the brand including the comparison with its competition. The deduction of the paper features a conclusion and recommendations for the brand towards the future.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73248
Date January 2010
CreatorsGrund, Martin
ContributorsKoudelka, Jan, Chvojka, Jan
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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