Hodnocení brandingu společnosti Holcim Česko

Abstract

This bachelor thesis meticulously analyzes and evaluates the new branding strategy of Holcim Czech Republic after a recent rebranding. Utilizing a comprehensive questionnare survey, it systematically assesses the perception of the new brand in both key segments, B2B i B2C. Emphasis is placed on a thorough evaluatin of the impact of this change on the company’s strategic position in the construction industry market. Within thin scope, the thesis focuses on identifying specific areas for future improvements in brand strategy and formulating recommendations to support the company’s further development based on the acquired insights.