Analýza značky na trhu kolových nápojů

Abstract

The aim of this thesis is to find out, what the relationship between consumers and the Kofola brand is and whether there is any emotional bond between customers and the Kofola brand and whether the Kofola brand is perceived as a lovemark. The theoretical part of the thesis deals with the brand in general, its functions and value. It also explains how consumers might perceive the brand and how they might react in their purchasing behavior. In this thesis the Kofola company and the environment in which it operates are also characterized. The key part of the thesis is a marketing research on a sample of 200 respondents conducted by electronic and personal interviews . Based on the information gained from the research the thesis contains helpful suggestions to support building of the brand.