Brand Extension: a Case Study of Starbucks

Název práce: Brand Extension: a Case Study of Starbucks
Autor(ka) práce: Bokii, Artem
Typ práce: Bachelor thesis
Vedoucí práce: Machek, Martin
Oponenti práce: Král, Petr
Jazyk práce: English
Abstrakt:
The thesis investigates the topic of brand extension and its importance in the business practice of companies. The theoretical part of the research outlines the key theoretical aspects related to brand and brand extension. The practical part investigates the case study of Starbucks brand extension and compares it with other famous brand extension cases. The paper illustrates how Starbucks brand extension from coffee onto the ice cream market had been successful on the initial stage, and how it failed in the long run, analyzing the key advantages and drawbacks of Starbucks brand extension activities. The thesis outlines how Starbucks brand extension could have been improved.
Klíčová slova: customer loyalty; multinational corporations; brand; consumer behaviour; brand management; brand extension; Starbucks
Název práce: Brand Extension: a Case Study of Starbucks
Autor(ka) práce: Bokii, Artem
Typ práce: Bakalářská práce
Vedoucí práce: Machek, Martin
Oponenti práce: Král, Petr
Jazyk práce: English
Abstrakt:
The thesis investigates the topic of brand extension and its importance in the business practice of companies. The theoretical part of the research outlines the key theoretical aspects related to brand and brand extension. The practical part investigates the case study of Starbucks brand extension and compares it with other famous brand extension cases. The paper illustrates how Starbucks brand extension from coffee onto the ice cream market had been successful on the initial stage, and how it failed in the long run, analyzing the key advantages and drawbacks of Starbucks brand extension activities. The thesis outlines how Starbucks brand extension could have been improved.
Klíčová slova: Starbucks; consumer behaviour; brand management; brand management; brand extension

Informace o studiu

Studijní program / obor: Ekonomika a management/Corporate Finance and Management
Typ studijního programu: Bakalářský studijní program
Přidělovaná hodnost: Bc.
Instituce přidělující hodnost: Vysoká škola ekonomická v Praze
Fakulta: Fakulta podnikohospodářská
Katedra: Katedra marketingu

Informace o odevzdání a obhajobě

Datum zadání práce: 19. 12. 2016
Datum podání práce: 1. 6. 2017
Datum obhajoby: 6. 6. 2017
Identifikátor v systému InSIS: https://insis.vse.cz/zp/60068/podrobnosti

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