Image a identita vybrané značky podniku
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Hlavním cílem této diplomové práce je popsat a následně porovnat identitu značky ŠKODA, jež si vytváří tradiční česká automobilka ŠKODA AUTO sama o sobě, s image této značky neboli s tím, jak ji vnímají její zákazníci. První část práce zahrnuje teoretické poznatky z odborné literatury, které slouží jako podklad pro zpracování praktické části práce. Jsou zde vysvětleny základní pojmy týkající se identity značky a firemní identity včetně jejich prvků ve vztahu k firemní image. Praktická část práce analyzuje stávající firemní identitu ŠKODA AUTO a její prvky, které prošly v roce 2016 výraznou změnou. Následně je provedeno dotazníkové šetření, které zkoumá, jak vnímají značku ŠKODA a její nový design její zákazníci. Výsledky analýzy image značky jsou následně porovnány s identitou této značky, jež jsou společně vyhodnoceny mírou shody či neshody. V závěru práce jsou poté navržena podniku vlastní doporučení reagující na zjištěné odlišnosti.
The aim of this thesis is to describe and then compare the identity of the ŠKODA brand which is created by the traditional Czech car manufacturer ŠKODA AUTO itself, with the image of this brand, or in other words, how the brand is perceived by its customers. The first part of the thesis includes theoretical findings from the literature, which serves as a basis for the practical part of the thesis. There are explained the basic concepts related to brand identity and corporate identity, including their elements, in relation to corporate image. The practical part of the thesis analyses the existing corporate identity of ŠKODA brand and its elements which were changed significantly in 2016. Subsequently, a questionnaire survey has been conducted to examine how ŠKODA and its new design is perceived by its customers. The results of the brand image analysis are then compared with the identity of this brand and are afterwards evaluated by the degree of agreement or disagreement. In the conclusion, the author of the thesis gives her own recommendations responding to the identified differences.
The aim of this thesis is to describe and then compare the identity of the ŠKODA brand which is created by the traditional Czech car manufacturer ŠKODA AUTO itself, with the image of this brand, or in other words, how the brand is perceived by its customers. The first part of the thesis includes theoretical findings from the literature, which serves as a basis for the practical part of the thesis. There are explained the basic concepts related to brand identity and corporate identity, including their elements, in relation to corporate image. The practical part of the thesis analyses the existing corporate identity of ŠKODA brand and its elements which were changed significantly in 2016. Subsequently, a questionnaire survey has been conducted to examine how ŠKODA and its new design is perceived by its customers. The results of the brand image analysis are then compared with the identity of this brand and are afterwards evaluated by the degree of agreement or disagreement. In the conclusion, the author of the thesis gives her own recommendations responding to the identified differences.
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hodnota značky, identita značky, firemní identita, firemní image, analýza image, ŠKODA AUTO as, brand value, brand identity, corporate identity, corporate image, image analysis, ŠKODA AUTO Inc