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 |