Analysis of Marketing Communication Tools and Brand Building of Family Business in Terms of International Environment – Case Study

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F22%3A00009820" target="_blank" >RIV/46747885:24310/22:00009820 - isvavai.cz</a>
Result on the web
<a href="https://uni.uhk.cz/hed/site/assets/files/1083/proceedings_2022_1.pdf" target="_blank" >https://uni.uhk.cz/hed/site/assets/files/1083/proceedings_2022_1.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Analysis of Marketing Communication Tools and Brand Building of Family Business in Terms of International Environment – Case Study
Original language description
Building a corporate brand in an international environment is currently an opportunity for companies to reach out to new customers and increase brand awareness across the national markets. Therefore, in order for a company to become well-known and successful, it needs to constantly build its brand in order to make it stand out from competing products and to strengthen its position in the eyes of the customer. These are precisely the factors that very often influence and support enterprises with the help of individual marketing communication tools. The case study thus focuses on analysing the communication mixes of a selected Czech family brand operating on both the domestic and foreign markets. The result part focuses on the individual differences and characteristics of the cultural differences inherent in the various communication tools and the corporate strategy. The results part also include comparison of the individual communication mixes and their costs. The last part of the case study focuses on deriving conclusions that could help other companies if they were to internationalize.
Czech name
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Czech description
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Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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