Analýza vnímání značky na trhu s vínem

Abstract

The main goal of my diploma thesis was to find out the consumer´s perception of the brand Kovacs on the wine market. Firs of all I focus on the brand perception according to certain kriteria. Another part of the study is a research of spontaneous and supported brand knowledge, associations connected with the term Kovacs, shopping behavior of the informants etc. The thesis is divided into several parts. The work is supplemented by introduction and finish. The second chapter contains theoretical data about brand and communication of brand. The third chapter is the characteristic of the company Vinařství Kovacs and market where the company operates. In fourth part I established a method of data collection and I created a marketing research plan. Analysis of brand perception Kovacs is next part of work. Then I formulated suggestions and recommendations for the company according to results.