The diploma thesis deals with development of the MAGGI brand communication in order to increase its trustworthiness among customers and to strengthen its competitiveness. The current situation of the brand is defined primarily by brand identity analyzes by Kapferer and Ko Floor and by defining the competitive position of the brand. Based on the knowledge gained in the analytical part, a set of recommendations on brand communication are developed.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:319164 |
| Date | January 2017 |
| Creators | Jankechová, Natália |
| Contributors | Veselá, Helena, Zich, Robert |
| Publisher | Vysoké učení technické v Brně. Fakulta podnikatelská |
| 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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