Brand management vybrané značky

Abstract

Cilem teto diplomove prace je zamerit se na predmet ktery se tyka rizeni znacky (branding). Primarnim cilem je shrnout problematiku rizeni znacky a nasledne aplikovat dosazene poznatky o vybrane znacce pusobici na ceskem trhu v prumyslu onlinovych hudebnich prehravacu. To znamena vyhodnoceni analyticke casti, ktera popisuje stavajici strategii rizene znacky a jeji soucasnou situaci na trhu. Zminene vyhodnoceni znacky vychazelo z prehledu teoretickych ramcu a jejich strategickych moznosti obsazenych v teoreticke casti. Nasledne jsou navrzeny pripadna doporuceni, ktera nabizi strategicke moznosti rizeni znacky, jez jsou navrzeny k tomu, aby znacce pomohli vylepsit svou pozici na ceskem trhu.The purpose of this Master's thesis is to address the subject of brand management. The primary objective is to summarize the issue of brand management and then apply the attained knowledge on a selected brand operating on the Czech market in the online music streaming industry. This means evaluating the analytical part that includes its current brand management strategy together with its market situation based on the overview of the frameworks and its strategic options described in the theoretical part. Then possible recommendations are proposed, offering strategic branding options that are designed to help the brand improve its position on the Czech market.