The objective of this thesis is to analyze the communication strategy within TNT Express and its critical evaluation. The theoretical part is devoted to marketing and its tools, the brand and its importance and corporate identity and its ingredients. I introduce the company TNT Express and its strategy in the practical part. It is followed by the SWOT analysis. Then I analyze various communication activities related to the change of the brand identity. Based on identified problems that have arisen with the change in the company I will propose their solution.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:201581 |
| Date | January 2015 |
| Creators | Zezulka, Vojtěch |
| Contributors | Postler, Milan, Starý, Lukáš |
| 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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