Analýza vnímání značky na trhu trvanlivého pečiva

Abstract

This bachelor's thesis is focused on the analysis of brand perception on the market of durable baked goods. The characteristics of the Opavia company are described here. Its marketing mix, competition, market position, bakery market and more. Furthermore, the thesis describes the theoretical basis of the brand, such as functions, elements, types, values, brand positioning, etc. The bachelor's thesis also describes marketing research focused on the perception of the Opavia brand on the market of durable baked goods.