Tvorba značky

• Main Author: Konečná, Žaneta (Dissertant)
• Other Authors: Juříková, Martina (Thesis advisor)
• Format: Manuscript
• Language: Czech
• Published: 2016
• Subjects: tvorba značky; brand building; archetypy; mise; poslání; vize; architektura značky; hodnoty; claim; logo; naming; marketingové komunikace; interní branding; konkurence; positioning; targeting; segmentace; zákazník; výzkum; kvalitativní rozhovor; kvantitativní dotazování; va-lue canvas proposition; emoce; touchpointy; ton of voice; persony; strategie; brand; archetype; mision; vision; values; the brand architecture; brand equity; marketing communication; internal branding; company culture; competition; segmentation; brand ladder; customer; research; qualitative research; quantitative research; value canvas proposition; touchpoints; strategy; diplomová práce
• Physical Description: 150 s. (168 416 znaků)