| dc.contributor.advisor |
Pavlů, Dušan
|
|
| dc.contributor.author |
Heššová, Adriana
|
|
| dc.date.accessioned |
2010-07-14T15:21:50Z |
|
| dc.date.available |
2010-07-14T15:21:50Z |
|
| dc.date.issued |
2007-04-19 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
cs |
| dc.identifier.uri |
http://hdl.handle.net/10563/2679
|
|
| dc.description.abstract |
Hlavnou témou práce je skúmanie značky štátu a jej významu a riadenia. Práca je rozdelená na osem kapitol. V prvej kapitole vysvetľujem, čo je branding štátu a prečo je významný. Nasledujúca kapitola objasňuje dôležité pojmy a bližšie uvádza do problematiky brandingu štátu, a teda jeho tvorby a riadenia. Štvrtá kapitola pojednáva o brandingu štátu a to hlavne v štyroch rôznych dimenziách (verejná diplomacia, turizmus, export, zahraničné priame investície) v integrovanom spôsobe. Piata kapitola je výsledkom zistení a utvorenia záverov z predchádzajúcich kapitol a síce akýmsi modelom tvorby a riadenia brandingu štátu. Nasledujúce kapitoly o brandingu konkrétnych štátov len potvrdzujú pravdivosť predchádzajúcich súhrnných poznatkov. Metodológia aj týchto kapitol vychádza z definícií, skúmania, analyzovania a porovnávania konkrétnych javov. |
cs |
| dc.format |
92 |
cs |
| dc.format.extent |
1690794 bytes |
cs |
| dc.format.mimetype |
application/pdf |
cs |
| dc.language.iso |
cs |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Pouze v rámci univerzity |
|
| dc.subject |
Brand
|
cs |
| dc.subject |
Branding
|
cs |
| dc.subject |
Brand štátu
|
cs |
| dc.subject |
Značka štátu
|
cs |
| dc.subject |
Imidž
|
cs |
| dc.subject |
Brand Identita
|
cs |
| dc.subject |
Brand Equity
|
cs |
| dc.subject |
County of origin
|
cs |
| dc.subject |
Verejná diplomacia
|
cs |
| dc.subject |
Export
|
cs |
| dc.subject |
Turizmus
|
cs |
| dc.subject |
Zahraničné priame investície
|
cs |
| dc.subject |
Kultúra
|
cs |
| dc.subject |
Brand
|
en |
| dc.subject |
Branding
|
en |
| dc.subject |
State brand
|
en |
| dc.subject |
Image
|
en |
| dc.subject |
Brand identity
|
en |
| dc.subject |
Brand equity
|
en |
| dc.subject |
Country of origin
|
en |
| dc.subject |
Public diplomacy
|
en |
| dc.subject |
Export
|
en |
| dc.subject |
Tourism
|
en |
| dc.subject |
Foreign direct investments
|
en |
| dc.subject |
Culture
|
en |
| dc.title |
Má štát značku? Ako ju tvoriť? |
cs |
| dc.title.alternative |
Does the state have a brand? How to build it? |
en |
| dc.type |
diplomová práce |
cs |
| dc.contributor.referee |
Křížek, Zdeněk |
|
| dc.date.accepted |
2007-06-05 |
|
| dc.description.abstract-translated |
The main topic of a thesis is investigating a state brand and its importance and managing. A thesis includes eight chapters. In the first one I explain what a state branding is and why it is so important. The following chapter uncovers an important branding terminology and leads closer to the topic of a state branding consequently its building and managing. The fourth chapter deal with a state branding and the most in four core dimensions (public diplomacy, tourism, export, foreign direct investments) in an integrated manner. The fifth chapter is a result of previous findings and conclusions and also serves as a kind of model of creation and managing of a state branding. The next chapters in about a state branding of concrete states just confirm the veracity of previous findings. Even the methodology of these chapters comes from definitions, investigating, analyzing and confrontation of concrete objects. |
en |
| dc.description.department |
Ústav marketingových komunikací |
cs |
| dc.description.result |
obhájeno |
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/185
|
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/220
|
cs |
| dc.thesis.degree-discipline |
Marketingové komunikace |
cs |
| dc.thesis.degree-discipline |
Marketing communications |
en |
| dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta multimediálních komunikací |
cs |
| dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Multimedia Communications |
en |
| dc.thesis.degree-name |
Mgr. |
cs |
| dc.thesis.degree-program |
Mediální a komunikační studia |
cs |
| dc.thesis.degree-program |
Media and Communication Studies |
en |
| dc.identifier.stag |
4897
|
|
| dc.date.assigned |
2007-01-15 |
|
| utb.result.grade |
A |
|
