Image a firemní identita – Vysekalová Jitka (2020)

The second edition of the only comprehensive publication on image and corporate identity in our market brings not only a professionally knowledgeable yet readable explanation of the issues but also a number of examples of building, changing, and analyzing image and corporate identity from both Czech and foreign practice. It also addresses the creation of corporate identity for the Czech Republic, including the abbreviated name of our country. In the new edition, you will find updated theoretical insights from the field, as well as practical examples and recommendations for practice. You will learn what constitutes corporate identity and how to manage it, and what the individual components of corporate identity represent, what image is, what its components, properties, and connections to behavior are. You will discover what influences image building, the significance of emotions in these contexts, and how purchasing decisions are influenced by the perceptions, opinions, and emotional qualities associated with the product. The book further addresses image analysis, the use of qualitative and quantitative research methods, and specific approaches to "measuring" image. The publication is intended for marketing and PR managers and specialists, as well as university students. The authors of the book are recognized experts in the field of marketing communication: Jitka Vysekalová, Jiří Mikeš, and newly Jan Binar, head of the agency...