KLÍMA, A. Návrh opatření pro rozvoj značky [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The author presents a practically oriented work that can serve as a starting point for the development of further measures for brand development. The shortcomings of the work are mentioned in the previous sections. Questions How could the customer's view of brands in the area be analyzed? How could the performance of the brand be evaluated after the implementation of the proposed measures?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The aim of the thesis is clearly defined in the structure of the main objective and sub-objectives. The objective is linked to a specific problem of a real company. The fulfilment of the objectives is rather more general. Comments are given in the following sections of the report. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The problem to be solved is clearly defined. The subsequent definition of the methodology of the analytical part is rather brief, but clearly structured and based on relevant approaches. In principle, the theoretical background defined corresponds to the problem addressed. They could be better structured. The summary of the theoretical background should more clearly define what approach the author chooses and why - a form of critical appraisal. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | The analytical part well characterizes the current problematic state of the brand. The use of visual elements in the presentation of the brand status is positive. Customer evaluation is based on the definition of the persona. The author combines the brand equity model and the brand identity prism. It would probably be better to work with only one of these approaches or to structure the analytical part better. The postitioning evaluation is rather descriptive, but it can be used for basic brand evaluation. The competitor assessment is based on the brand identity prism. This assessment is well complemented by a summary - figure 27. Other external factors are treated more generally, but the author focuses on the relevant influences. The summary assessment of the analysis is rather brief. In the analytical part, the customer's view of the brand or of competitors' brands is given minimal attention. | |
| Praktická využitelnost výsledků | C | It would be useful to introduce the design section with background and a clear definition of the structure of the proposals. The objectives of the brand development are general. The proposed recommendations in chapters 3.2 and 3.3 are similarly general. More specific recommendations are then made in sections 3.4 and 3.5. However, it would be useful here for these sections to be linked to other specific brand development measures. In particular, the author wants to work with the new visual style in some way. Therefore, there is no specific link to the starting points of the overall development framework. Chapter 3.6 deals with brand communication, where the author defines possible approaches. Market postioning and value positioning statement do work with possible starting points but the form of presentation is very unclear. Recommendations for implementation, including time estimates and costs, could be supplemented with starting points and resources. More space should be devoted to assessing the potential impacts of changes. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | D | Formal deficiencies - the problem definition should be part of the objectives and methodology chapter and should start on a separate page, similarly chapters 1, 2, 3 and referneces should start on a separate page. Formatting is sometimes unclear - e.g. page 20. The conclusion chapter is poorly numbered. | |
| Práce s informačními zdroji, včetně citací | C | Partial deficiencies in citations - lack of clarity in some parts. |
Overall, I rate this work as average. I appreciate the summary at the end of each section and the illustrative images. I see weaknesses in the structure and organization of the work.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The objectives of the work have been partially achieved. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The student chose standard methods for the structure of the thesis, which correspond to the defined methodology. Some of the chosen methods seem too complicated to me in view of the issue being addressed. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | The student uses the tools and methods described in the analytical section for their analysis, and I appreciate the addition of illustrative images. I would welcome more detailed elaboration in some parts of the analysis. | |
| Praktická využitelnost výsledků | C | The individual proposals are of a more general nature and are mainly based on the conclusions of the analytical section. I would welcome greater consistency between the individual proposals. The results can be used in praxis. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | E | The structure of the work seems disjointed and chaotic. In the theoretical part, for example, you mention brand identity several times without providing any context. I would appreciate greater coherence between the individual parts of the work. | |
| Práce s informačními zdroji | B | The student uses both basic and contemporary literature in the field of brand management in their work. Citations are of a very good standard. |
eVSKP id 168642