03178ntm a22005777i 4500 000722521 CZ-PrVSE 20250614131007.0 m d cr n|||||||||| 250614s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Tökölyová, Ema ISIS:170604 dis Storytelling luxusní značky Chaumet eng Storytelling of luxury brand Chaumet / Ema Tökölyová 2025 ?? stran : digital, PDF soubor Vedoucí práce: Rafael San José Iglesias Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This bachelor’s thesis explores the role of storytelling in the French luxury jewellery brand Chaumet. The research focuses on how the brand uses storytelling to communicate its heritage, values, and sense of exclusivity and how these stories influence how consumers perceive the brand and connect with it emotionally. A qualitative approach was used, combining a case study of Chaumet’s visual and written content with in-depth interviews with professionals from the luxury industry and consumers of luxury brands. The findings suggest that storytelling plays an important role in shaping Chaumet’s brand identity. It helps the brand to deliver a clear and consistent message across traditional and digital platforms. Interview insights also suggest that emotional connection, historical references, and consistency in communication are crucial for staying relevant in today’s luxury market. Finally, the thesis reflects on how Chaumet can evolve its storytelling to connect with younger audiences while still staying true to its heritage and brand values. Způsob přístupu: Internet mezinárodní obchod [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Luxury brands Heritage Communication strategies Craftsmanship Exclusivity Storytelling Brand identity Chaumet Emotional appeal Consumer perception San José Iglesias, Rafael ISIS:167045 ths Escobar Rios, Andrea ISIS:116787 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/89189/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/89189 Hlavní práce https://insis.vse.cz/zp/89189/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/89189/posudek/oponent/86129 Oponentura https://insis.vse.cz/zp/89189/podrobnosti dc:identifier NEPOSILAT VSKP vse89189 250613 89189