The aim of this thesis is to describe how the company Royal Dutch Shell plc takes care of its brand and find out what image of the Shell brand has in the Czech Republic. The thesis is divided into theoretical and practical part. In the theoretical part I deal with the process of brand management. I describe here brand equity and its building, brand strategies, brand valuation. Onwards I describe brand research with an emphasis on the semantic differential. Semantic differential is a method of qualitative research used in the practical part of this thesis. In the practical part I deal with the activities and history of the company Royal Dutch Shell plc and the company Shell Czech Republic a.s. This part also contains research of the Shell brand, which forms the key part of this thesis. Based on this research, I find out image of the Shell brand and I compare it with a competitive brand OMV.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:15470 |
| Date | January 2009 |
| Creators | Skopcová, Radka |
| Contributors | Filipová, Alena, Zeman, 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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