Povědomí a znalost značky společnosti Coca Cola

Abstract

The aim of this bachelor thesis was to describe brand from marketing point of view, brand awareness, branding, the aspects of a brand, the ways brand influences consumers and other teoritical informations about it. The practical part of this thesis focuses on a particular brand – The Coca-Cola Company. There´s described the way Coca-Cola was created and continued growing throughout the history, the way Coca-Cola´s logo evolved, and Coca-Cola´s market status. Last but not least this thesis is focusing on the way consumers, especially the Czechs, look at this brand. The results of the research showed, that the czech society have a positive attitude towards to Coca-Cola, have a awareness of some informations from the past and also about the upcoming strategies Coca-Cola has planned.