VÁLKA, D. Návrh rámce rozvoje značky pro malou firmu [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2023.
Opportunities for consultations during the thesis elaboration were used absolutely minimally. In reality, the thesis was consulted only in the opening stage of the elaboration, and then in the final stage. The final version was not submitted for consultation at the agreed time; therefore, relevant and timely feedback could not be provided before its submission. For reservations about the individual parts of the thesis see previous parts of the opinion.QuestionWhat specific approach would you recommend for the testing and evaluation of your proposals?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | E | The author defines the problem, solved in the thesis, rather well. The objectives in the structure of the main objective and sub-objectives are defined in harmony with this problem. The fulfillment of the sub-objective of the theoretical part is questionable as the framework of brand development is not defined in an appropriate manner. The weak point of other sub-objectives (identically to the main objective) is a more general concept of recommendations and formulation of conclusions. | |
| Zvolený postup řešení, adekvátnost použitých metod | E | The student does not work with all sources recommended in the assignment. The methodology of analyses is defined by the overview of employed analytical methods with reference to the more detailed delimitation of the part focused on brand perception. The methodology lacks logic of the delimitation “research area - research questions - used methods of analyses and data collection”. The theoretical part presents a sufficient scope of approaches to brand development. The part dedicated to the theory in the area of analysis and research is rather descriptive. The part dealing with the business model Canvas is very brief. The summary of the theoretical part does not define in summary terms the possible framework of brand development, which would be explained in the context of the solved problem. Some approaches described in the theory – for example, Chapter 1.7. – can be considered as the used framework. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | E | One of the deficiencies in the analytical part is not always correctly used terms “brand” and “name” and/or “brand name”. In the part devoted to the current branding situation, it is mostly correct. The characteristic of the company, prepared on the basis of the 7S model, is rather descriptive and it would be advisable to emphasize more strongly the links with the brand development, for instance as a table in the summary evaluation. The evaluation of the brand itself is based on the brief evaluation of elements and characteristic of the identity. Methodological partial errors can be identified – for instance, in the part physics of the identity are not mentioned all elements which the entrepreneur really uses. The evaluation is rather descriptive and does not use specific approaches too much, for example for the area of the evaluation of the personality. As to the visual illustration of the brand identity, it would be appropriate to stress missing and incorrectly defined areas. The external evaluation of the brand emphasizes the area of brand perception. The selected approach is correct in principle, the sample size is not large but has a certain explanatory power. The presentation of outputs should not be based on quantification. It would be better to present overall conclusions related to brand development.PESTEL analysis is understood more as a general analysis related to the development of the company than the analysis to find starting points for brand development.The analysis of competitors is based on the basic evaluation of the brand prism and characteristic of the communication. Again, it would be advisable to draft a clearer format for the formulation of conclusions.The conclusion of the analytical part very briefly, and in a rather descriptive style, summarizes deficiencies of the current status. | |
| Praktická využitelnost výsledků | E | The proposal part is opened with the starting points, which – to a large extent – repeat the conclusions of analyses. The author also confirms that the selected framework for brand development is an approach by Kotler – see the above-mentioned comment on the theoretical part. Some parts of the frame are described more generally and not always correctly, or in an applicable manner – for example, brand purpose or brand differentiation. Brand positioning is limited to a general description and does not use any specific approach. The largest space is dedicated to the area of brand elements. It is a question of how much a newly proposed name would be functional. It would be advisable to test the proposal. The descriptive characteristic of the “new“ identity follows this delimitation. The elaboration of the parts “brand trust”, “brand beneficence” and “other suggestions for improvement” is also brief and descriptive. The area dedicated to brand communication defines, in addition to general recommendations, also several specific solutions.Similarly, recommendations concerning the implementation are also general; the final evaluation has the same general characteristic. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | C | Wrong formatting of the paragraph alignment in some parts of the thesis, incoherent graphics of inserted pictures, improper formatting of non-numbered headings in Chapter 1.7.4, problems with the text formatting (headings in some parts, etc.) | |
| Práce s informačními zdroji, včetně citací | D | Imprecise, and in some points missing, citations in the analytical part. In addition, I consider the failure to use all recommended sources as a formal deficiency from the point of the work with the sources. |
The bachelor thesis is at very weak level with several of shortcomings, both in terms of content and format. In spite of the shortcomings found, the thesis can be recommended for defence with condition of answering all questions above.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | E | The main objective of the bachelor thesis was basically met at a below average level. To evaluate the achievement of the stated objective, the evaluation is basically constrained by the weak level of processing of the partial analyses. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | The chosen methods correspond to the given topic. However, their treatment in the theoretical part is very weak. The bachelor has omitted some items in all the given frameworks, so all the methods are in anunfinished form. The theoretical part of the bachelor thesis contains a very brief description of the general environment within the PESTLE analysis. However, when used in the analytical part, the quality of the treatment is very vague, failing to identify relevant factors in the industry. I consider the use of the brand identity prism method to be positive. It allows to evaluate individual criteria that influence the process of brand creation in terms of several relevant aspects. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | E | The bachelor prepared analyses of individual areas of the business environment of the company. The 7S method is used in the description of the internal environment. The individual items are described very briefly to vaguely, which leads to a distortion of the individual areas. I consider the possibility of using the Canvas model to express the value provided to be represented by the brand to be positive. The elaboration and subsequent description of the model is at an insufficient level, especially due to the lack of explanation of the individual items.The research conducted makes use of in-depth interviews (as described in chapter 1.11). The results found and their presentation is very weak and it is difficult to draw relevant conclusions from the above description, which would then be used to make appropriate proposals. | |
| Praktická využitelnost výsledků | E | The basic concept of the design part can be considered relevant. However, the quality of the documents and the proposals are very problematic. It is necessary to develop the brand design based on the perception of graphic parameters by the end customers, which will not create a possible halo effect. It is possible to take inspiration from competitors. In this case, however, it is necessary to describe objectively and completely the individual evaluation criteria defined in the brand identity prism method. Thus, it is problematic to use it for RG Iteriéry when the bachelor does not provide key information. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | D | The structure of the bachelor thesis seems to match the topic. At the theoretical background, there is a disproportion of individual parts. The brand topic (as a core part of the thesis) has a description of over 14 pages. To set up a relevant brand, it is necessary to identify important areas of the target external environment (including industry and general environment). According to this condition, the descritpion of external environment has only three pages of this area without the industry part. This point of view reflects the structure of the analytical part. The bachelor thesis as a complex text meets minimal limits of logical structure, which should be acceptable. The bachelor thesis contains typos and minor terminological errors. In the case of the terminology and language level used, a good correspondence with the assigned topic is achieved. | |
| Práce s informačními zdroji | E | The sources used are relevant to the topic of the thesis and their citations are generally used to a good extent. Relevant sources are used within the theoretical part of the thesis. In the analytical part of the thesis, relevant sources are cited in each area. In the PESTLE analysis, relevant sources are used in principle. Only in the case of economic and technological factors do I consider it inappropriate to cite the owner of the chosen company as a source of information to describe the general situation, which is chargeable to all companies in the market. In the case of the description of selected competitors (chapter 2.2.4), no citations are given in the text. |
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