Návrh opatření pro rozvoj značky
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Date
Authors
Stanko, Šimon
Advisor
Referee
Mark
E
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
ORCID
Abstract
Tato bakalářská práce se zaměřuje na návrh strategie rozvoje značky Pixeye, agentury specializující se na výkonnostní marketing. Teoretická část definuje pojem značky a představuje rámec pro identitu značky, její pozicování a klíčové principy brandingu. Analytická část zkoumá interní a externí faktory ovlivňující rozvoj značky a navrhuje strategický směr. Návrhová část obsahuje konkrétní doporučení pro rozvoj značky, včetně kroků implementace a zhodnocení jejich možného dopadu.
This bachelor’s thesis focuses on developing a brand strategy for Pixeye, a performance marketing agency. The theoretical part defines the concept of a brand and presents a framework for brand identity, positioning, and key branding principles. The analytical part examines internal and external factors influencing brand development and outlines a strategic direction. The recommendation section proposes specific actions for brand development, including implementation steps and an evaluation of their potential impact.
This bachelor’s thesis focuses on developing a brand strategy for Pixeye, a performance marketing agency. The theoretical part defines the concept of a brand and presents a framework for brand identity, positioning, and key branding principles. The analytical part examines internal and external factors influencing brand development and outlines a strategic direction. The recommendation section proposes specific actions for brand development, including implementation steps and an evaluation of their potential impact.
Description
Keywords
rozvoj značky , identita značky , pozicování značky , cílová skupina , výkonnostní marketing , vizuální identita , brandingová strategie , konkurence , brand development , brand identity , brand positioning , target audience , performance marketing , visual identity , branding strategy , competitors
Citation
STANKO, Š. Návrh opatření pro rozvoj značky [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
bez specializace
Comittee
doc. Ing. Robert Zich, Ph.D. (předseda)
Ing. Kateřina Petrová, Ph.D. (člen)
Ing. David Havíř, Ph.D. (člen)
doc. Ing. Vít Chlebovský, Ph.D. (místopředseda)
Ing. František Milichovský, Ph.D., MBA, DiS. (člen)
Date of acceptance
2025-06-23
Defence
In his presentation, the student informed the committee about the objectives, solutions and results he had reached in his thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the supervisor's assessment in part, the question from the opponent's assessment in part. Questions from committee members:
1. Doc. Zich: What are the criterie of brand performance? - not answered
2. Ing. Petrová: What are the estimated costs of implementation? - not answered
3. Ing. Petrová: Why are you focusing on SMEs? - partly answered
4. Ing. Petrová: How meny employees do these companies have? - partly answered
5. Ing. Havíř: Who will be creating the website? - answered
6. Ing. Havíř: How are you going to measure the performance of the website? - answered
7. Ing. Havíř: Which metrics you are going to use for the measurement? - partly answered
On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.
Result of defence
práce byla úspěšně obhájena