Diploma thesis focuses on the possibilities of applying the regional brand in the area of LAG Brána Vysočiny. Theoretical part discusses relevant terms, such as endogenous development, local product, regional brand, local action group and territorial marketing. The region of mentioned LAG is introduced in the next part of thesis, primarily are researched the conditions for implementing regional brand. Main part of thesis deals with the most significant steps which should be considered while implementing new regional brand to the region. Personal interviews with regional brand coordinators were used as an information source for this part. Main part also includes suggestions on how to build regional brand in the circumstances of LAG Brána Vysočiny. It is also discussed the importance of regional brand as a tool of supporting tourism in the region. Thesis further analyses whether is possible to build regional brand under control of Association of Regional Brands or build it independently. Final chapter summarizes acquired findings, advantages and disadvantages of both implementing types are identified as well. Results showed that both implementing types are working on similar foundations but have several differences which can be crucial when deciding how to implement regional brand in the region of LAG.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:426311 |
| Date | January 2019 |
| Creators | Dohnálková, Kristýna |
| 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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