Analýza vývoje image produktu

Abstract

The bachelor thesis is focused on the product image trend analysis, specifically the Captain Morgan brand. The theoretical part is focused on the definition of the concept of brand, its functions and elements, or image and corporate identity. The thesis also describes the characteristics of the rum market, the history of this alcoholic beverage, the alcohol market in the Czech Republic and the history of Captain Morgan itself. In the practical part of the thesis, the results of qualitative research, which was carried out using a focus group, are interpreted. In the conclusion, suggestions for improving the image of the company are presented. The results may be useful for the company as a perspective on the target group's views on the image change in the last year.