03751ntm a22005297i 4500 000716518 CZ-PrVSE 20240914152213.0 m d cr n|||||||||| 240914s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Materlínová, Eva ISIS:140942 dis Vliv rebrandingu a modifikace storytellingu luxusní značky na její image eng The Effect of Rebranding and Modification of Luxury Brand’s Storytelling on Brand Image / Eva Materlínová 2024 ?? stran : digital, PDF soubor Vedoucí práce: Andrea Escobar Rios Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 Due to the changing trends in society as well as changing generations, luxury brands face a need for continual innovation and adaptation. There is, however, a lack of literature providing theories on luxury rebranding. Therefore, this thesis investigates the impact of rebranding and storytelling on the brand image of luxury fashion brands, with a specific focus on evaluation of rebranding of Dior under the creative director Maria Grazia Chiuri. The study employs a comprehensive approach, combining theoretical frameworks with empirical analysis based on consumer questionnaire. Key findings reveal that while Dior's rebranding efforts have enhanced the brand's personality and emotional connection with younger, socially-conscious consumers, the perception of brand’s luxury and brand strength has declined. The shift from traditional to modern themes such as feminism, diversity, and sustainability has been generally well-received but has also been met with scepticism. Visual storytelling remains a critical factor, with a preference for classical elements that embody traditional luxury. The research underscores the importance of balancing modernity with heritage in luxury branding. Effective storytelling, which integrates both contemporary values and traditional luxury attributes, is essential for maintaining brand prestige and consumer loyalty. The findings offer valuable insights for luxury brands aiming to navigate the complexities rebranding and evolving consumer expectations in a dynamic market. This thesis contributes to the broader understanding of luxury brand management, providing strategic recommendations for leveraging storytelling in rebranding efforts. Způsob přístupu: Internet mezinárodní obchod [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Luxury Brands Rebranding Storytelling Brand Image Dior Consumer perception Escobar Rios, Andrea ISIS:116787 ths San José Iglesias, Rafael ISIS:167045 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/85274/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/85274 Hlavní práce https://insis.vse.cz/zp/85274/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/85274/posudek/oponent/84146 Oponentura https://insis.vse.cz/zp/85274/podrobnosti dc:identifier NEPOSILAT VSKP vse85274 240904 85274