03244ntm a22005777i 4500 000698947 CZ-PrVSE 20230604085439.0 m d cr n|||||||||| 230604s2023 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Urbanová, Klára ISIS:155316 dis Rebranding korporátní divize po akvizici eng Rebranding of a corporate division after an acquisition / Klára Urbanová 2023 ?? stran : digital, PDF soubor Vedoucí práce: Rafael San José Iglesias Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2023 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2023 This thesis aims to analyse the creation of a new brand image and the development of appropriate brand communication for a new rebranded division. In this thesis, qualitative mixed methods will be used consisting of (i) a content analysis of marketing communications and (ii) a thematic analysis of an in-depth interview. The research findings will provide a better understanding of (i) the creation and transformation of key brand elements, (ii) communication of the rebranding to different stakeholders, and (iii) choosing the proper rebranding strategy for the rebranding process of a division undergoing an acquisition. Before starting a rebranding process, it is crucial to establish a proper strategy and focus on both external and internal communication in order to keep all stakeholders' trust. This study investigates the recent rebranding process of Olympus Corporation's division acquired by an investment firm Bain Capital and examines the most important changes on key brand elements and the selection of a proper rebranding strategy considering internal and external stakeholders. Způsob přístupu: Internet mezinárodní obchod [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas corporate branding corporate division international corporation B2B cobranding acquisition brand elements brand image marketing communication rebranding San José Iglesias, Rafael ISIS:167045 ths Průša, Přemysl, 1980- mzk2007430834 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/81891/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/81891 Hlavní práce https://insis.vse.cz/zp/81891/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/81891/posudek/oponent/78522 Oponentura https://insis.vse.cz/zp/81891/podrobnosti dc:identifier NEPOSILAT VSKP vse81891 230601 81891