Analýza pozice značky na trhu piva

Abstract

The topic of this thesis is an analysis of a brand position on the beer market. The purpose of this thesis is to find out what kind of position does the brand Holba take in the minds of customers. In this thesis we firstly describe the theoretical basis of brand management and the characterization of the brand Holba. The research was executed in the form of a survey. The results showed that the respondents consider the brand Holba as traditional, successful and high-quality, but also common and replaceable. The author of this thesis proposed suggestions for further brand position management on the market.