Development of Competitiveness of Company

Číhalová, Kateřina

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Abstract

The main aim of thesis is to design a viable branding strategy for a company. The theoretical part consists of interpretation of branding and strategic brand management. The analytical part examines brand building strategy and position of the company in the market as well as its competitors and potential clients. Based on analysis, a branding strategy proposal is suggested in order to create a competitive and successful brand of the company.

Keywords

Brand, branding strategy, competitiveness, travel agency, Brand, branding strategy, competitiveness, travel agency

Language

angličtina (English)

Study brunch

European Business and Finance

Composition of Committee

prof. Ing. Petr Dostál, CSc. (předseda) doc. Ing. Robert Zich, Ph.D. (místopředseda) doc. PhDr. Iveta Šimberová, Ph.D. (člen) doc. Ing. Zdeňka Konečná, Ph.D. (člen) Ing. Helena Hanušová, CSc. (člen)

Date of defence

2017-09-14

Process of defence

- You describing student ambasador scheme in your propousal. How would you like to make sure that those student ambasadors will really influence main target customer group aged 35-50? - answered Ing. Vít Chlebovský , Ph.D. - Do customers prefer travel alone or with family? - answered - Describe problem mentioned on page 100? - answered - Which resources did you use? - answered doc. PhDr. Iveta Šimberová, Ph.D. - Who is target group of this company? Ing. Helena Hanušová, CSc. - Where do you see main differences between British and Chinese market? doc. Ing. Zdeňka Konečná, Ph.D.

Result of the defence

práce byla úspěšně obhájena

Persistent identifier

http://hdl.handle.net/11012/69233

Source

ČÍHALOVÁ, K. Development of Competitiveness of Company [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2017.

Collections

2017 [478]