Tato práce zkoumá vliv různých přístupů marketingové komunikace na vnímanou sílu pěti nejdražších ukrajinských značek. Studie zkoumá vliv reklamy, marketingu na sociálních sítích, public relations, obsahového marketingu a influencer marketingu na sílu značky. Prostřednictvím kombinace kvantitativních a kvalitativních metod tento výzkum odhaluje, jak jednotlivé komunikační strategie přispívají k posílení síly značky na ukrajinském trhu.
Zjištění ukazují, že všechny zkoumané přístupy marketingové komunikace sice pozitivně ovlivňují sílu značky, ale jejich dopad se výrazně liší. Tato studie zdůrazňuje význam integrace různých komunikačních taktik pro budování silné přítomnosti značky, zejména na dynamických trzích, jako je Ukrajina. Poznatky získané z tohoto výzkumu mohou marketérům a manažerům značek pomoci přizpůsobit jejich strategie tak, aby efektivně maximalizovali hodnotu značky.
Annotation in English
This thesis investigates the influence of various marketing communication approaches on the perceived strength of the top five most expensive Ukrainian brands. The study examines the impact of advertising, social media marketing, public relations, content marketing, and influencer marketing on brand equity. Through quantitative and qualitative methods, this research reveals how each communication strategy contributes to enhancing brand strength within the Ukrainian market.
The findings indicate that while all examined marketing communication approaches positively affect brand strength, their impact varies significantly. This study underscores the importance of integrating diverse communication tactics to build a robust brand presence, especially in dynamic markets like Ukraine. The insights from this research can help marketers and brand managers improve their strategies to maximize brand equity effectively
Keywords
Marketingová Komunikace, Síla Značky, Ukrajinské Značky, Reklama, Sociální Média, Vztahy s Veřejností, Obsahový Marketing, Influencer marketing
Keywords in English
Marketing Communications, Brand Strength, Ukrainian Brands, Advertising, Social Media, Public Relations, Content Marketing, Influencer Marketing
Length of the covering note
101 p.
Language
AN
Annotation
Tato práce zkoumá vliv různých přístupů marketingové komunikace na vnímanou sílu pěti nejdražších ukrajinských značek. Studie zkoumá vliv reklamy, marketingu na sociálních sítích, public relations, obsahového marketingu a influencer marketingu na sílu značky. Prostřednictvím kombinace kvantitativních a kvalitativních metod tento výzkum odhaluje, jak jednotlivé komunikační strategie přispívají k posílení síly značky na ukrajinském trhu.
Zjištění ukazují, že všechny zkoumané přístupy marketingové komunikace sice pozitivně ovlivňují sílu značky, ale jejich dopad se výrazně liší. Tato studie zdůrazňuje význam integrace různých komunikačních taktik pro budování silné přítomnosti značky, zejména na dynamických trzích, jako je Ukrajina. Poznatky získané z tohoto výzkumu mohou marketérům a manažerům značek pomoci přizpůsobit jejich strategie tak, aby efektivně maximalizovali hodnotu značky.
Annotation in English
This thesis investigates the influence of various marketing communication approaches on the perceived strength of the top five most expensive Ukrainian brands. The study examines the impact of advertising, social media marketing, public relations, content marketing, and influencer marketing on brand equity. Through quantitative and qualitative methods, this research reveals how each communication strategy contributes to enhancing brand strength within the Ukrainian market.
The findings indicate that while all examined marketing communication approaches positively affect brand strength, their impact varies significantly. This study underscores the importance of integrating diverse communication tactics to build a robust brand presence, especially in dynamic markets like Ukraine. The insights from this research can help marketers and brand managers improve their strategies to maximize brand equity effectively
Keywords
Marketingová Komunikace, Síla Značky, Ukrajinské Značky, Reklama, Sociální Média, Vztahy s Veřejností, Obsahový Marketing, Influencer marketing
Keywords in English
Marketing Communications, Brand Strength, Ukrainian Brands, Advertising, Social Media, Public Relations, Content Marketing, Influencer Marketing
Research Plan
Introduction
Define the objectives and the application methods used in the master’s thesis.
I. Theoretical part
Compile the theoretical information about marketing communication and brand building.
II. Practical part
Analyze marketing communication strategies in building strong brands.
Identify successful brand marketing communication strategies.
Describe and discuss successful marketing communication approaches for building a strong brand.
Conclusion
Research Plan
Introduction
Define the objectives and the application methods used in the master’s thesis.
I. Theoretical part
Compile the theoretical information about marketing communication and brand building.
II. Practical part
Analyze marketing communication strategies in building strong brands.
Identify successful brand marketing communication strategies.
Describe and discuss successful marketing communication approaches for building a strong brand.
Conclusion
Recommended resources
BELCH, George E. and BELCH, Michael A. Advertising and promotion: an integrated marketing communications perspective. 12th edition. New York: McGraw-Hill Education, 2021. ISBN 978-1-260-25931-5.
HEDING, Tilde; KNUDTZEN, Charlotte F. and BJERRE, Mogens. Brand management: mastering research, theory and practice. 3rd edition. London: Routledge, 2020. ISBN 978-0-367-17257-2.
KELLER, Kevin Lane and SWAMINATHAN, Vanitha. Strategic brand management: building, measuring, and managing brand equity. 5th edition. Harlow: Pearson, 2020. ISBN 978-1-292-31496-9.
MOORE, Gwyneth, 2021. Fashion Promotion: Building a Brand Through Marketing and Communication. Online. 2nd edition. London: Bloomsbury Publishing. ISBN 978-1350090279. Available from: https://doi.org/10.5040/9781350090293. [cit. 2023-11-22].
Recommended resources
BELCH, George E. and BELCH, Michael A. Advertising and promotion: an integrated marketing communications perspective. 12th edition. New York: McGraw-Hill Education, 2021. ISBN 978-1-260-25931-5.
HEDING, Tilde; KNUDTZEN, Charlotte F. and BJERRE, Mogens. Brand management: mastering research, theory and practice. 3rd edition. London: Routledge, 2020. ISBN 978-0-367-17257-2.
KELLER, Kevin Lane and SWAMINATHAN, Vanitha. Strategic brand management: building, measuring, and managing brand equity. 5th edition. Harlow: Pearson, 2020. ISBN 978-1-292-31496-9.
MOORE, Gwyneth, 2021. Fashion Promotion: Building a Brand Through Marketing and Communication. Online. 2nd edition. London: Bloomsbury Publishing. ISBN 978-1350090279. Available from: https://doi.org/10.5040/9781350090293. [cit. 2023-11-22].
Enclosed appendices
-
Appendices bound in thesis
illustrations, graphs, tables
Taken from the library
No
Full text of the thesis
Appendices
Reviewer's report
Supervisor's report
Defence procedure record
Master’s Thesis Supervisor: Chovancová Miloslava, doc. Ing. CSc., grade: A
Thesis opponent: Kwarteng Michael Adu, doc. Ing. Ph.D., grade: B
Master Thesis Supervisor’s questions:
1.Within the limits of your research, you state that future research could explore these topics in different regions. Can you please specify which regions you would focus on and, what the main topics would be? (Fully answered)
Master Thesis opponent 's questions:
1. Can you give the committee a concise summary of your research in a few sentences? (Fully answered)
2. What inspired you to undertake this project and research on the nexus between Marketing Communication and Strong Brand Building?
3. If you had the opportunity to redo this research, what modifications or enhancements would you incorporate?
Kwarteng Michael Adu, doc. Ing. Ph.D. - What is the limitations of you research? (Fully answered)
doc. Ing. Lucie Kaňovská, Ph.D. – Why did you choose these companies? And when do you make this research in Czech republic, do you have some ideas which companies you would use? Do you have some recommendation for the companies based on your research? (Fully answered)