The thesis focuses on defining the strategic brand positioning, its long term building possibilities in a competitive market environment and assesment methods. The thesis includes case study on international cosmetic brand Dove and how the communication influences the brand.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:10179 |
| Date | January 2008 |
| Creators | Froňková, Tereza |
| Contributors | Kovář, František, Štěpanovič, Boris |
| 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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