DALY, J. Brand management vybrané značky [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2015.
Author has chosen complicated topic. He had to cope with a problem of lack of available information. Considering this fact presented work is quite well completed. Questions How would you evaluate significance of results obtained from questionnaire and relevancy of sample? What are the main pitfalls of brand development in on-line environment?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | Definition of objectives of thesis could be more specific. Nevertheless general focus of work is understandable. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | Definition of methodology is rather brief. Methods used in work are relevant although application of some approaches is general. Author has used research based on questionnaire which is potentially valuable approach. Author should have highlighted in more detail significance of results and relevance of sample. Theoretical part combines theoretical knowledge and some specific information about evaluation of some contemporary brands. It gives quite interesting overview of branding but author could specify the structure and purpose of theoretical part more properly. Summary of literature overview is missing. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | Analytical part is relatively complex. Structure could be improved - whole topic is complicated and for reader who does know analyzed company and industry it might be difficult to find all necessary information. Summary of analysis is general. | |
| Praktická využitelnost výsledků | D | Proposal presented by author is rather general. The fact that author has kept focus on almost all main areas of branding is positive and from that point of view presented work can be good base for next analysis or consideration about this brand in the Czech Republic. Author should have specified in more detail potential contribution of development of analyzed brand. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | C | Formal aspects of work are generally on good level. Printing quality of some tables/pictures is a little bit lower but still acceptable. Formal guidelines have been respected in significant paragraphs. | |
| Práce s informačními zdroji, včetně citací | B | Information sources are generally well quoted with some marginal exceptions in practical part. |
I appreciate performed research mapping usage and user priorities related to online music streaming. The research just could have higher number of respondents covering wider age range. Performed analysis could have been performed more systematically. Especially external factors are not analysed deeply enough to cover full range of threads and opportunities. Proposals are very limited. I understand that author had no access to the internal information sources. On the other hand the recommendation could be in the form of brief implementation plan.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | ||
| Zvolený postup řešení, adekvátnost použitých metod | C | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | ||
| Praktická využitelnost výsledků | D | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | C | ||
| Práce s informačními zdroji | C |
eVSKP id 86963