The Master's Thesis deals with the issue of corporate design. The theoretical part specifies the integration of corporate design into marketing theory, introduces its basic components, principles and process of its creation. The practical part explores corporate identity changes in four significant Czech organizations - Czech Television, Czech Radio, Zoo Praha and Česká pojišťovna. It reveals specifics of each case, its positive and negative aspects and aims to find important factors that affect a success of corporate identity change in practice. Market research among consumers is used for these purposes, as well as expert opinions.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162775 |
| Date | January 2012 |
| Creators | Bejr, Štěpán |
| Contributors | Zamazalová, Marcela, Černá, Jitka |
| 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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