Assessment of Bachelor Thesis – Academic Consultant
Study programme:International Economic Relations Field of study:International Business
Academic year:2020/2021
Bachelor Thesis Topic:Building a personal brand on social media Author’s name:Robin Curtis
Ac. Consultant’s Name:Ing. Petr Král, Ph.D.
Opponent:Ing. Marija Zlatić, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 1
2. Logical structure 1
3. Using of literature, citations 1
4. Adequacy of methods used 1
5. Depth of analysis 2
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 1
8. Language and stylistics 1
Comments and Questions:
The author decided to write his thesis on interesting, but also challenging topic- development of his own brand on the social media. I really appreciate the selection of the topic and also the enthusiasm with which the author worked on his thesis.
The theoretical part represents a comprehensive literature review on related topics, covering main branding models, personal branding issues and brand- building on social media. Author then used this base to create his own brand.
But still for me there remain some questions that shall be clarified:
1. In the Kapferer’s brand identity prism I see some discrepancies between the the Self- image, Reflection and also Relationship. How could the used of the brand see him/herself as inspired, active, positive mindset and endless potential while being seen as young, student, unfulfilled and demotivated?? The last two points do not seem to be attractive for anyone, do they?
2. The brand story is surely appealing and motivating, but for me it is not clear, how does the brand fit into a story of its user. Could you explain it?
3. And the final point is that I do not see clearly the need/ problem of the consumer that the brand solves.
Could you explain this?
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 1
Date: 06/06/2021 Ing. Petr Král, Ph.D.
Academic Consultant
