National Branding in Post-Communism Country: The Case Study of Kofola a. s.

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26968631%3A_____%2F11%3A%230000048" target="_blank" >RIV/26968631:_____/11:#0000048 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

National Branding in Post-Communism Country: The Case Study of Kofola a. s.

Popis výsledku v původním jazyce

The contribution deals with Czech cola drinks market development after 1989, the year of significant changes in czech and Slovak political and economic situation. On the example of traditional cola drink producer Kofola a.s. is shown how to survive the dramatic changes and compete with the global players such as Coca-Cola and Pepsi. The marketing strategy of Kofola a.s. is mainly based on its tradition, COO effect, differentiation and consumer ethnocentrism. Brand strategy of Kofola a.s. is based on it?s rich historical tradition. The drink with the same name was developed on the behalf of the formulated requirement by the government of Czechoslovakia to produce soft drink which would be able to substitute the west cola drinks. Kofola was developed after two years of research in 1960 and very quickly became very popular in the Czechoslovakia. The second pillar of the strategy is the COO effect and consumer ethnocentrism that help to Kofola to protect their market share because drinking

Název v anglickém jazyce

National Branding in Post-Communism Country: The Case Study of Kofola a. s.

Popis výsledku anglicky

The contribution deals with Czech cola drinks market development after 1989, the year of significant changes in czech and Slovak political and economic situation. On the example of traditional cola drink producer Kofola a.s. is shown how to survive the dramatic changes and compete with the global players such as Coca-Cola and Pepsi. The marketing strategy of Kofola a.s. is mainly based on its tradition, COO effect, differentiation and consumer ethnocentrism. Brand strategy of Kofola a.s. is based on it?s rich historical tradition. The drink with the same name was developed on the behalf of the formulated requirement by the government of Czechoslovakia to produce soft drink which would be able to substitute the west cola drinks. Kofola was developed after two years of research in 1960 and very quickly became very popular in the Czechoslovakia. The second pillar of the strategy is the COO effect and consumer ethnocentrism that help to Kofola to protect their market share because drinking

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2011

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

MAG Scholar Conference 2011

ISBN

978-0-473-18960-0

ISSN

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e-ISSN

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Počet stran výsledku

13

Strana od-do

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Název nakladatele

Riding the Asian Wave

Místo vydání

Wellington, New Zeland

Místo konání akce

Wellington, New Zeland

Datum konání akce

1. 1. 2011

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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