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Budování značky / BRANDBUILDING AND RESEARCH OF "ACTIVIA" IMAGE

Main goals of thesis are: - to map steps and elements in building Activia brand - to consider coherence of these elements and contribution to brand value, - to validate elements according to criterion of building brand - to work out own research among target group of customers. Main points in my own research are: - to find out spontaneous level of knowledge of a brand, top of mind yoghurt brand, top of mind advertisements, mostly bought Activia products, criterions considered during shopping yoghurts, brand personality and brand image - to create BAV (Brand Asset Valuator) based on knowledge, differentiation, esteem and relevance.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:9127
Date January 2008
CreatorsNovotná, Andrea
ContributorsVávra, Oldřich, Černá, Jitka
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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