STANKO, Š. Návrh opatření pro rozvoj značky [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The author prepared the work for the development of his own project. The shortcomings are mentioned in the previous parts of the report. The thesis presents the basic premises on which the brand can be built. In particular, the visual aspect of the brand, its communication and basic direction. What is missing is a more comprehensive view of brand development and performance. Questions What is the long-term vision and goals for the brand in the next one to five years? How will you evaluate brand performance?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The objectives of the thesis are defined in a clear structure of the main objective and sub-objectives. The objectives of the thesis are clearly related to the real problem of a specific company. The fulfilment of the objectives has shortcomings mentioned in the following comments. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The methodology of the research and analytical part is defined in a concise structured form. The choice of methods corresponds to the problem to be solved. A more detailed explanation of the approach is lacking. The theoretical part clearly defines the approaches used to solve the thesis. The chosen starting points correspond to the problem addressed. At the end of the theoretical part it would be useful to define more clearly the recommended theoretical framework for brand development. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | The analytical part is correctly stated by introducing the company. The author could have devoted more space to evaluating the current view of the brand. Although this is a company/brand in the early stages of development, it would have been possible to define the starting points that the owner of the company relies on. The competition is evaluated in a structured and clear manner. It would be useful to supplement the summary assessment with a table or a competition map showing the market structure. The author does not analyze the customers and their view of the brands in the industry. He only gives a brief definition of the target market. | |
| Praktická využitelnost výsledků | D | In the introduction of the proposal part, it would be useful to clearly define the whole framework of brand development. The author starts by defining the brand objectives. However, these are general and are essentially internal objectives defining what parts of the framework the brand needs. The author does not mention any brand objectives in relation to the market. The author defines the basic elements of visual identity - logo, colours and typeface. What is missing is a more detailed elaboration of the use of these elements or their validation. Tone of voice is defined by a description of the principles that the brand should follow. There is a lack of elaboration for communication in specific channels. Identity is defined in relative detail in terms of the basic focus of the brand. Identity prism is described in more general terms. For example, a more detailed definition of reflection and self-image using more detailed customer information is missing. Positioning is built on standard principles. Again, some parts could have been more detailed - for example for whom. Chapter 3.6 Pixeye's brand development activities focuses rather only on the initial steps related to the creation of basic communication channels. It is unrealistic, for example, to evaluate the new brand from the customers' perspective or to strategically evaluate it after three months. With regard to the objectives set for the design part, there is no assessment of the implementation assumptions and how to evaluate the benefits of the brand. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | B | The thesis has a standard formal level with partial weaknesses. | |
| Práce s informačními zdroji, včetně citací | B | Standard approach to working with resources with partial weaknesses. |
Overall, I rate the work as average, with the use of standard basic tools in the field of brand management.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | The objectives of the thesis have been achieved and are consistent with the defined problem. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | The student uses basic brand management tools. I would welcome a more detailed description of these in the theoretical section. I would also welcomme more detailed methodology. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | The analysis is weaker and more superficial in some parts. I appreciate the consistency in the structure of the analysis of competitors and the company's own brand. | |
| Praktická využitelnost výsledků | C | The design section draws on findings from the analytical section. In the conclusion of the theoretical part, the student mentions that identity prism will be used as the main concept for the design. The design section focuses more on visual identity and communication. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | B | The thesis meets the standard requirements for formal structure, with minor errors and mistakes. | |
| Práce s informačními zdroji | D | The student uses basic literary sources in their work. Some of the sources listed in the assignment are not used in the work. I would recommend using more contemporary literature. |
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