Návrh rozvoje značky
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Vysoké učení technické v Brně. Fakulta podnikatelská
Abstract
Bakalářská práce je zaměřena na rozvoj značky malé realitní kanceláře APOLLO reality. Teoretická část je zaměřena na vymezení pojmů a postupů v oblasti brandingu a reality. Dále se zde vymezuje rámec pro rozvoj značky. V analytické části byla provedena interní analýza společnosti se zaměřením na byznysovou a brandingovou část firmy. V externí části analýzy byl proveden průzkum vnímání značky a posouzení vizuální identity hlavních konkurentů. Na základě výsledků analýz byl vytvořen návrh pro rozvoj značky a kontrolu značky. Součástí návrhu je i plán implementace změn a kalkulace nákladů.
This bachelor thesis is focused on the brand development of a small real estate agency APOLLO reality. The theoretical part is focused on defining the terms from the field of branding and real estate. It also defines the framework for brand development. In the analytical part, an internal analysis of the company was performed, focusing on the business and branding part of the agency. In the external analysis, a survey of brand perception research and an assessment of the visual identity of the main competitors was carried out. The proposal for brand development and brand control was created based on the results of the analysis. The proposal also includes a plan for the implementation of changes and calculations of costs for redesign.
This bachelor thesis is focused on the brand development of a small real estate agency APOLLO reality. The theoretical part is focused on defining the terms from the field of branding and real estate. It also defines the framework for brand development. In the analytical part, an internal analysis of the company was performed, focusing on the business and branding part of the agency. In the external analysis, a survey of brand perception research and an assessment of the visual identity of the main competitors was carried out. The proposal for brand development and brand control was created based on the results of the analysis. The proposal also includes a plan for the implementation of changes and calculations of costs for redesign.
Description
Citation
BRAUNER, J. Návrh rozvoje značky [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2022.
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Language of document
en
Study field
Entrepreneurship and Small Business Development
Comittee
doc. Ing. Robert Zich, Ph.D. (předseda)
doc. Ing. Lucie Kaňovská, Ph.D. (místopředseda)
Ing. Veronika Bumberová, Ph.D. (člen)
Ing. David Schüller, Ph.D. (člen)
Ing. Miroslav Mandel (člen)
Date of acceptance
2022-06-16
Defence
Supervisor´s questions - answered.
Reviewer´s questions - answered.
Ing. Miroslav Mandel - What was the most challenging in your thesis? Answered.
Ing. Veronika Bumberová, Ph.D. - On page 75 you mention implementation of proposed challenges. What are the main expected benefits from your proposals? Answered.
How you can measure financial on nonfinancial consistency? Answered.
Did you provide market research of potential customers or existing? Answered.
Does the proposal impact existing strategy? Answered.
Result of defence
práce byla úspěšně obhájena
Document licence
Standardní licenční smlouva - přístup k plnému textu bez omezení