Analýza image značky bankovní instituce

Abstract

This bachelor thesis focuses on brand image analysis of bank institution Česká Spořitelna. The aim of the bachelor thesis is to analyse the brand image based on the obtained data using quantitative research. The research took the form of an electronic survey using a questionnaire published online. It examines the impact on consumers in the domestic market, marketing communication of the bank institution and consumer awareness of this brand. The bachelor work also analyses the competition and the position of the bank institution in the Czech banking market. At the end of the work, proposals and recommendations for the brand resulting from the answers of the respondents in the research were presented. The research showed that Česká Spořitelna communicates very well with the public and is perceived positively among the respondents. It is a strong and well-known brand that has been operating on the Czech market for 200 years. The main result is that the brand is perceived as a modern and flexible brand and can be considered as a leader in the banking market.