HÜBL, F. Návrh opatření pro rozvoj značky [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The author has prepared a very high quality work presenting a comprehensive framework of brand development. Question How would you formulate the brief for brand development in the form of a project for ESBD?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | The aim of the thesis is defined in the structure of the main aim and sub-objectives. The objectives are defined on the basis of solving a specific problem. The fulfilment of the objectives is very good | |
| Zvolený postup řešení, adekvátnost použitých metod | B | The definition of the methodology is at a good level. The approaches used in the analytical part are appropriate to the problem addressed. The theoretical part defines appropriate brand development approaches and analytical approaches that can be used to solve the problem. The summary evaluation of the theoretical background is rather brief. It would be useful to make it more of a critical evaluation in relation to the problem. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | The analytical part is introduced by the introduction of the company. Before the benchmark, it would be useful to characterize the current brand. The evaluation of competitors' brands should be complemented by visual elements illustrating the character of these brands. It would be appropriate to use identity prism to assess competitors' identities. The market assessment using the competitor map is appropriately done. The summary assessment using SWOT analysis is well done. The analytical and research part could be strengthened in the areas of brand identity prism, general trends and customer perspective. | |
| Praktická využitelnost výsledků | B | The design part clearly defines the direction of the brand development and possible development options. The author presents the strengths and weaknesses of each option. The chosen option is elaborated into individual steps. It is more of a general framework for development, but in principle it clearly defines the possibilities of implementing change. The author has thus fulfilled the objective of defining the framework for brand development. Recommendations for implementation could be more detailed. The proposed implementation plan is a rather optimistic option. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | A | The work has a good formal level. | |
| Práce s informačními zdroji, včetně citací | B | Partial deficiencies in citation format. |
Overall, I rate the work positively. I appreciate the good explanation of the connection between the brand and the company's strategy. I have reservations about the SWOT matrix, specifically in the area of opportunities.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | The objectives stated in the thesis are formulated differently than the objectives stated in the thesis assignment. | |
| Zvolený postup řešení, adekvátnost použitých metod | B | The thesis includes common brand management tools (e.g., brand identity prism), which are supplemented by unusual approaches (e.g., in the area of positioning). At the end, I miss a final summary of which methods will be used in the following parts of the thesis. At the same time, what are their interrelationships? | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | The information obtained during the analysis is used to develop the following proposals | |
| Praktická využitelnost výsledků | B | The proposals utilize the results from previous sections and are applicable in practice. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | C | The organization of the work is generally logical. Sometimes I would recommend better formatting and numbering of chapters. The terminology used is of a good standard. | |
| Práce s informačními zdroji | C | The author uses basic literary sources for the field of brand management. In some passages of the theoretical part, it is unclear from which source the author drew individual approaches. |
eVSKP id 168641