This master thesis deals with the communication strategy of the brand Klasa. The aim is to analyse and evaluate the current communication strategy of the brand and based on the results of research confirm or disprove the hypothesis regarding quality labels. The work is divided into two parts: theoretical and practical. The first part contains chapters dealing with commercial and marketing communications, brand and its role in marketing and marketing research. The practical part is devoted to the analysis of existing communications of the brand Klasa and to own marketing research. The final part of my thesis contains a summary of findings and suggestions for brand communication Klasa in the future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193895 |
| Date | January 2014 |
| Creators | Kantorová, Šárka |
| Contributors | Postler, Milan, Mikeš, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| 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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