SÄMANN, S. Návrh opatření pro rozvoj značky [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The work was not continuously consulted during the processing according to the specified schedule. Reservations to the work are listed in the previous parts of the report. The reservations are mainly in the fulfilment of the objectives, more general concept of some parts of the analysis and proposals - see previous parts of the assessment. Questions What specific approaches to brand positioning are you aware of and how could they be used to address your brand development? How could the results of a customer-focused survey be validated? How to evaluate brand performance and the degree of progress towards goals? How could a competitor's approach to brand development be analysed?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The objectives of the thesis are clearly defined in the structure of the main and sub-objectives. In the text of the thesis the objectives are somewhat modified. Some of the new wordings are processing steps rather than objectives and are unclear - for example “To set objectives”. The basic focus has been retained. The objectives focus on solving a specific project brand problem. Fulfillment is rather general. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | The author relies on standard analytical approaches. The definition of the methodology is rather basic and descriptive. There is a lack of a clear structure of problem - areas - questions - research and analysis methods. The theoretical part presents a sufficient range of approaches to address the problem. The summary of the theoretical part is very general. The aim of the theoretical part “to define an appropriate approach to brand development” is thus only sufficiently fulfilled. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | The Canvas business model is used to define the project. A more detailed explanation and definition of the development intent is missing. The basic brand assessment of the project is done using brand identity prism. The identity assessment is fine. The brand communication assessment is largely descriptive with minimal specifics and visual elements. The evaluation is more detailed for social media. However, it is still more of a status description. The summary of this part of the analysis is general. The Market definition chapter should be included in the introductory parts of the analysis section. In this section the author defines the target focus of the activities. It would be useful to link this section better with the definition of segments in the business model. The customer's view of the brand is only evaluated in the context of brand perception. The evaluation is based on five interviews. The conclusions are relevant, the question is the telling power. Further validation of the results is lacking. The research on customer perception could be extended. In the competitor analysis, the author focuses on a relevantly narrow range of competitors. More space should be devoted to explaining this focus. The analysis itself is limited to an evaluation of the brand identity prism. This framework is also used to identify the strengths and weaknesses of PUMP IT UP in the conclusion of this section. What is missing is an analysis of other areas of brand development and performance by competitors. While the section devoted to the conclusion of the analytical part is quite extensive, the findings themselves are rather standard. | |
| Praktická využitelnost výsledků | C | The design section is correctly stated by defining the complex structure of the proposals. In the actual proposals for brand development measures, the author unfortunately limits himself primarily to communication. This falls far short of the full potential of brand development. The definition of the vision and objectives is at a standard level. The author does not sufficiently explain why the objectives are set in this way. The identity recommendations can also be considered as a comprehensive definition of change. Here the author addresses the shortcomings identified. For other communication proposals, the author defines the channels and their use and defines recommendations for content creation. The recommendation on the use of influencing is not supported by sufficient analysis. The author defines persona and positiong. Logically, this definition should be in another part of the proposals. An approach that better captures the nature of the brand would be appropriate for positioning. The basis for the implementation is handled very simply, without a deeper look at the cost side (e.g. the method of determination is missing) and the benefits of the changes. A deeper look at the evaluation of brand performance and defining an approach to measure the progressive achievement of goals is missing. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | D | Formal errors in the structure of the thesis. There is no numbering of chapters, which makes the orientation in the text very difficult. There are typos in the thesis - the title of the chapter “Objectives and mythology” - page 11. Unfinished chapter titles - “Summary of Theoretical” - page 32. Inserted blank pages with no table of contents - 97 and 98. | |
| Práce s informačními zdroji, včetně citací | C | Different forms of citation are used in some parts. Some citations are inaccurate - e.g. Figure 3, or citations in the analysis section. |
Overall, I rate the work as D due to unclear methodology, superficial analysis, and deficiencies in structure and grammar.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The objectives of the thesis have been partially fulfilled. During the course of the work, they were modified from the original assignment. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | The methods used are basic, simple methods of brand management and online communication. I find that the thesis lacks a more theoretical explanation of the connection between these areas. In terms of methodology, I would welcome a more detailed explanation of the data sources and how the data will be analyzed. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | The analysis is average, but it provides enough information for proposals. The main area of the proposal is online communication, where I would appreciate specific suggestions for individual communication channels. | |
| Praktická využitelnost výsledků | C | The proposals are average, but they can be used in praxis. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | E | The work shows serious shortcomings in its structure. At the same time, it contains a large number of typos and grammatical errors. The unnumbered chapters make it very difficult to navigate the work. | |
| Práce s informačními zdroji | D | The work uses only basic literary sources; I would recommend using more current literature. Some of the sources listed in the assignment are not used in the work. |
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