Analýza rebrandingu organizace

Abstract

This bachelor thesis focuses on analyzing the rebranding process of the Diocese of Ostrava-Opava. The primary goal is to evaluate how the new visual identity has been accepted and integrated from the perspective of the primary target group – parishioners – and internal creators of parish media. The theoretical part of the thesis defines the concepts of rebranding, brand, and visual identity, with a focus on the specifics of the non-profit and church sectors. The practical part analyzes the specific steps taken by the diocese during the identity change and examines respondents' attitudes toward the new visual style using a questionnaire survey. The research confirms a positive reception of aesthetic elements (color, symbolism) but also highlights gaps in internal awareness and technical support for voluntary creators. Based on these findings, specific recommendations are proposed at the end of the work to improve the diocese's future communication strategy, particularly through the creation of user templates and enhancing transparency.