This master's thesis discusses the topic of brands and branding. Firstly, it explores various authors' definitions of the term "brand", its functions and changing role in recent decades. The work further clarifies the difference between the terms "identity" and "image", which are often interchanged. Next topic presented is the concept of Corporate Identity that is mostly used by Czech marketing professionals. For reader's better understanding of the previous parts, Top 100 global brands report is introduced. The following topic defined is the topic of branding, which is subsequently applied on Local Artists SE company, the stores of which are specialised on offering Czech souvenirs and gifts to tourists. The author was working on designing the whole branding concept of the company, which was later used in the project of opening new brand store located in the 5-star InterContinental Hotel in Prague. This master's thesis describes and presents the results of her work.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:205537 |
| Date | January 2015 |
| Creators | Drgová, Adéla |
| Contributors | Horný, Stanislav, Kocourek, Ivan |
| 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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