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

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An Entity of Type : http://linked.opendata.cz/ontology/domain/vavai/Vysledek, within Data Space : linked.opendata.cz associated with source document(s)

Attributes	Values
rdf:type	skos:Concept http://linked.opendata.cz/ontology/domain/vavai/Vysledek
Description	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 Kofola in the Czech and Slovak Republic became the part of the lifestyle of consumers. In the contribution are described main aspects of the campaigns and the awards of Kofola a.s. 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 Kofola in the Czech and Slovak Republic became the part of the lifestyle of consumers. In the contribution are described main aspects of the campaigns and the awards of Kofola a.s. (en)
Title	National Branding in Post-Communism Country: The Case Study of Kofola a. s. National Branding in Post-Communism Country: The Case Study of Kofola a. s. (en)
skos:prefLabel	National Branding in Post-Communism Country: The Case Study of Kofola a. s. National Branding in Post-Communism Country: The Case Study of Kofola a. s. (en)
skos:notation	RIV/26968631:_____/11:#0000048!RIV15-MSM-26968631
http://linked.open...avai/riv/aktivita	V
http://linked.open...avai/riv/aktivity	V
http://linked.open...vai/riv/dodaniDat	2015
http://linked.open...aciTvurceVysledku	Veselá, Jitka Přibyl, Martin
http://linked.open.../riv/druhVysledku	D - Článek ve sborníku
http://linked.open...iv/duvernostUdaju	S - Úplné a pravdivé údaje nepodléhající ochraně podle zvláštních právních předpisů
http://linked.open...titaPredkladatele	Soukromá vysoká škola ekonomická Znojmo, s.r.o.
http://linked.open...dnocenehoVysledku	214988
http://linked.open...ai/riv/idVysledku	RIV/26968631:_____/11:#0000048
http://linked.open...riv/jazykVysledku	eng - angličtina
http://linked.open.../riv/klicovaSlova	The effect of country of origin; consumer ethnocentrism; cola market; differentiation; brand management strategy; Kofola (en)
http://linked.open.../riv/klicoveSlovo	The effect of country of origin brand management strategy cola market consumer ethnocentrism Kofola differentiation
http://linked.open...ontrolniKodProRIV	[3A05D47419A1]
http://linked.open...v/mistoKonaniAkce	Wellington, New Zeland
http://linked.open...i/riv/mistoVydani	Wellington, New Zeland
http://linked.open...i/riv/nazevZdroje	MAG Scholar Conference 2011
http://linked.open...in/vavai/riv/obor	AE
http://linked.open...ichTvurcuVysledku	2 (xsd:int)
http://linked.open...cetTvurcuVysledku	2 (xsd:int)
http://linked.open...UplatneniVysledku	2011
http://linked.open...iv/tvurceVysledku	Veselá, Jitka Přibyl, Martin
http://linked.open...vavai/riv/typAkce	WRD - Světová
http://linked.open.../riv/zahajeniAkce	2011-01-01 (xsd:date)
number of pages	13 (xsd:int)
http://purl.org/ne...btex#hasPublisher	Riding the Asian Wave
https://schema.org/isbn	978-0-473-18960-0

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