Vnímání automobilové značky na norském trhu

Abstract

In this Bachelor thesis the topic of Car Brand Perception in the Norwegian Market is dealt with. Specifically, it is the brand Skoda. The aim of thesis is to find out how Norwegians perceive the car brand Skoda and its recognition in Norway. Partial aim is also to find out total satisfaction with its cars and sales development of these cars in the whole country and chosen company. For this purpose, there is a survey by questionnaires carried out and data provided by chosen company analysed. In the second chapter the Norwegian market is analysed with particular focus on regional part Hedmark where the survey took place. In theoretical part of thesis the issue of brand management is described. The term brand is defined here and the proces of brand management described with focus on the creation and management of its position, values, attitude of customers to brand, brand elements and specifics that could be found during the brand management on the international markets. Subsequently, the method of collecting data is described and the data itself analysed and presented in graphs and charts. Finally, suggestions and recommendations which result from acquired knowledge are described and these should help to improve existing brand position in the Norwegian market.