"Branding" . "Strategic marketing; relationship marketing; partnership; practice; research and development; Centre for Applied Economic Research; master thesis"@en . . . . "Branding, reklama a d\u011Bti" . "2008-01-01+01:00"^^ . "Zl\u00EDn" . "Zl\u00EDn" . "RIV/70883521:28120/08:63507702" . "1"^^ . "978-80-7318-773-6" . . . . "1"^^ . "1"^^ . "One of the instruments, which we can use for creating and managing the brands, is also the advertising. The advertising can influence the consumers\u00B4s behaviour, it can support the familiarity of the brand, it can create the association related to the brand and it also can influence the perception of the brand quality and it can create the loyalty to the brand. These customers are also children. Children are seen as the most vulnerable group of the possible customers, which is affected or even manipulated by the advertising. Children do not have the experiences, they are confident and they can hardly see the difference between the reality and the better world of the advertising. This article is about the toys producer\u00B4s brand management. It emphasizes the importance of toys advertising, which are aiming for the children\u00B4s customers."@en . "28120" . . . . . . "Branding, advertising and children"@en . "Univerzita Tom\u00E1\u0161e Bati ve Zl\u00EDn\u011B, \u010Cesk\u00E1 marketingov\u00E1 spole\u010Dnost" . "RIV/70883521:28120/08:63507702!RIV09-MSM-28120___" . "Branding, advertising and children"@en . "Jedn\u00EDm z n\u00E1stroj\u016F, kter\u00FD lze vyu\u017E\u00EDt p\u0159i budov\u00E1n\u00ED a \u0159\u00EDzen\u00ED obchodn\u00EDch zna\u010Dek, je tak\u00E9 reklama. Reklama ovliv\u0148uje spot\u0159ebitelsk\u00E9 chov\u00E1n\u00ED z\u00E1kazn\u00EDk\u016F, podporuje zn\u00E1most zna\u010Dky, vytv\u00E1\u0159\u00ED asociace spojen\u00E9 se zna\u010Dkou a m\u016F\u017Ee tak\u00E9 ovlivnit vn\u00EDm\u00E1n\u00ED kvality zna\u010Dky a vybudovat loajalitu ke zna\u010Dce. A\u0165 chceme \u010Di nechceme, mezi tyto z\u00E1kazn\u00EDky pat\u0159\u00ED tak\u00E9 d\u011Bti. D\u011Bti jsou tradi\u010Dn\u011B ch\u00E1pany jako nejv\u00EDce zraniteln\u00E1 skupina potenci\u00E1ln\u00EDch z\u00E1kazn\u00EDk\u016F, kter\u00E1 je ovliv\u0148ov\u00E1na \u010Di dokonce manipulov\u00E1na reklamou. D\u011Bti nemaj\u00ED zku\u0161enosti, jsou velmi d\u016Fv\u011B\u0159iv\u00E9 a nedok\u00E1\u017Eou tolik odli\u0161it skute\u010Dnost od p\u0159ikr\u00E1\u0161len\u00E9ho sv\u011Bta reklam. P\u0159\u00EDsp\u011Bvek se zab\u00FDv\u00E1 \u0159\u00EDzen\u00EDm zna\u010Dek v\u00FDrobc\u016F hra\u010Dek, zejm\u00E9na pak klade d\u016Fraz na vliv reklamy propaguj\u00EDc\u00ED hra\u010Dky zac\u00EDlen\u00E9 na d\u011Btsk\u00E9ho z\u00E1kazn\u00EDka." . . "[559955420170]" . . "Branding, reklama a d\u011Bti"@cs . "Branding, reklama a d\u011Bti"@cs . . "Jedn\u00EDm z n\u00E1stroj\u016F, kter\u00FD lze vyu\u017E\u00EDt p\u0159i budov\u00E1n\u00ED a \u0159\u00EDzen\u00ED obchodn\u00EDch zna\u010Dek, je tak\u00E9 reklama. Reklama ovliv\u0148uje spot\u0159ebitelsk\u00E9 chov\u00E1n\u00ED z\u00E1kazn\u00EDk\u016F, podporuje zn\u00E1most zna\u010Dky, vytv\u00E1\u0159\u00ED asociace spojen\u00E9 se zna\u010Dkou a m\u016F\u017Ee tak\u00E9 ovlivnit vn\u00EDm\u00E1n\u00ED kvality zna\u010Dky a vybudovat loajalitu ke zna\u010Dce. A\u0165 chceme \u010Di nechceme, mezi tyto z\u00E1kazn\u00EDky pat\u0159\u00ED tak\u00E9 d\u011Bti. D\u011Bti jsou tradi\u010Dn\u011B ch\u00E1pany jako nejv\u00EDce zraniteln\u00E1 skupina potenci\u00E1ln\u00EDch z\u00E1kazn\u00EDk\u016F, kter\u00E1 je ovliv\u0148ov\u00E1na \u010Di dokonce manipulov\u00E1na reklamou. D\u011Bti nemaj\u00ED zku\u0161enosti, jsou velmi d\u016Fv\u011B\u0159iv\u00E9 a nedok\u00E1\u017Eou tolik odli\u0161it skute\u010Dnost od p\u0159ikr\u00E1\u0161len\u00E9ho sv\u011Bta reklam. P\u0159\u00EDsp\u011Bvek se zab\u00FDv\u00E1 \u0159\u00EDzen\u00EDm zna\u010Dek v\u00FDrobc\u016F hra\u010Dek, zejm\u00E9na pak klade d\u016Fraz na vliv reklamy propaguj\u00EDc\u00ED hra\u010Dky zac\u00EDlen\u00E9 na d\u011Btsk\u00E9ho z\u00E1kazn\u00EDka."@cs . "Branding, reklama a d\u011Bti" . "Sta\u0148kov\u00E1, Pavla" . . . . "358461" . . "V" . .