Měření vnímání značky společnosti na trhu s doplňky stravy

Abstract

This bachelor’s thesis focuses on measuring the brand perception of JML Fitness Line s.r.o. within the dietary supplement market. The aim of the thesis was to analyze how consumers perceive this brand and, based on the findings, to evaluate its current market position. The theoretical part of the thesis defines key concepts such as brand identity, image, and brand awareness, while also characterizing the specificities of the dietary supplement market. This section primarily utilizes secondary data drawn from professional literature. The practical part is focused on the interpretation of the results of original marketing research. Primary data were collected through an online questionnaire survey and subsequently processed using Microsoft Excel. Based on the analysis results, proposals and recommendations were formulated in the final chapters of the thesis to contribute to strengthening the brand's market position.