The diploma thesis focuses on the strategic development of the brand of the selected winery Znovín Znojmo. The work is divided into three parts. The theoretical part defines the market, customers, competitors, brand, brand identity and communication mix. The second part of the work is the analytical part, which aims to evaluate the current situation of the company and determine possible steps to develop the brand. The last part of the diploma thesis is a recommendation based on knowledge gained from the first parts for the strategic development of the brand.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:443009 |
| Date | January 2021 |
| Creators | Kopecká, Irina |
| Contributors | Mráček, Pavel, 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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