03715ntm a22004697a 4500 000169345 CZ-PrVSE 20110620175452.0 m d cr n|||||||||| 110620s2010 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 Nováková, Tereza ISIS:35751 dis Pilsner Urquell Strategic Management and Brand Building [elektronický zdroj] / Tereza Nováková 2010 ?? s. : digital, PDF soubor Vedoucí práce: Milan Postler Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) The thesis is divided into nine chapters. The first three chapters deal with theoretical background, which forms the basis for the following six chapters of the practical part. The first chapter is devoted to definitions of basic concepts such as brand, product and brand relationship, it also describes the basic elements of the brand. The second chapter deals with two key concepts of strategic brand management - brand identity and value concept. The third chapter focuses on the process of strategic management and benefits of a strong brand for both businesses and consumers. Chapter ends with analysis of the components of the marketing mix and their impact on building brand equity. The fourth chapter focuses on the analysis of the Czech beer market within the global context. The fifth chapter focuses Plzeňský Prazdroj, a.s. and its owner SABMiller plc. The sixth chapter introduces Pilsner Urquell brand - its history, the specifics of the beer production and its export and licensing activities. At the end of the chapter international brand management is briefly mentioned. The seventh chapter is devoted to strategic management of Pilsner Urquell in the Czech market. The target audience and typical consumption opportunities for the brand are described, as well as positioning and marketing mix. The eighth chapter focuses on the analysis of opportunities for the Pilsner Urquell brand in relation to young men between 18 and 29 years. Results of the research are summarized in the SWOT analysis and conclusions for the design of communication strategy and drawn. The last chapter outlines proposals for possible communications strategy for the Pilsner Urquell brand in relation to the above-mentioned target group. Proposals are divided into five blocks, namely on-trade and off-trade activation, activation through new media, through the special events aimed at young people and product placement in computer games and films. Způsob přístupu: Internet Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2010 Rok obhajoby 2010 Brand Building Pilsner Urquell Strategic management mezinárodní obchod [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Postler, Milan, 1960- mzk2004230463 ths Kraus, Karel opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 https://isis.vse.cz/zp/21473/podrobnosti VŠKP v InSIS https://aleph.vse.cz/neverejny_soubor_prace.pdf Hlavní práce https://aleph.vse.cz/neverejny_soubor_prace.pdf Hodnocení vedoucího http://isis.vse.cz/zp/57027/podrobnosti dc:identifier NEPOSILAT VSKP 57027 vse21473 110325