TOMANKA, P. Návrh rozvoje nové značky [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2022.
General idea of the thesis is very good. Brand is used as a tool supporting a development of business idea. Author has applied relevant approaches. Proposal is general - it dose not cover every possible detail of new brand, but can be seen as a material the company can use. Questions What are the specifics of man´s fashion in the context of branding? What are trends supporting the idea of such brand? Are there any trendy that could be seen as threats?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The main goal of the thesis is defined in the context of specific problem of a potential business idea. Objectives are met on good level. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | Author could have been more specific in problem definition in the first chapter. Definition of methodology is quite brief. Nevertheless, author has applied relevant analytical and research approaches. Theoretical knowledge framework is relevant and can be used to solve the problem. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | Analytical part is properly introduced by business idea/vision description. Analysis of market has defined relevant segments and types of competitors. Comparison and analysis of competitors are based od brand prism, which can be see as appropriate approach. Author could have presented some visual information about competitors´ brands Research focused on customers is relevant and provides usable information. Summary of analysis is based on a quite interesting evaluation of potential tactics for differentiation. | |
| Praktická využitelnost výsledků | C | The proposal is based on brand identity prism. Definition of persona helps to understand a target segment. Proposal for brand elements seems to be consistent and usable, alike the ideas about brand communication. Proposal itself is relatively general but it offers some framework company can work with. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | C | Some marginal mistakes in formatting. | |
| Práce s informačními zdroji, včetně citací | B | Some marginal problems in citations |
The main goal of the theses was proposal of brand development framework. I see the goal achieved with some remarks listed below. The author made systematic and useful analysis with intensive focus on brand identity of major competitors and respective benchmarking. Prepared proposals are coming out of analytical outcomes and reflect requirements for the developed brand. I just would expect more detailed implementation plan for the proposal including clear time frame and economical evaluation.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | ||
| Zvolený postup řešení, adekvátnost použitých metod | B | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | ||
| Praktická využitelnost výsledků | C | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | B | ||
| Práce s informačními zdroji | B |
eVSKP id 143325