Analýza známosti značky potravinářské společnosti

Abstract

This diploma thesis concerns the analysis of brand recognition for food company. Theoretical part includes characteristics of the company, i.e. description of its external and internal surround, summary of theoretical knowledge about brand management and charakteristic of marketing communication tools. Practical part includes the methodology of research and data collection method which is personal questioning. The analysis describes and graphically illustrates the research results. Based on the results of research are made recommendations for marketing communication, which should lead to increased brand recognition. The key information resulting from this thesis are the analysis of brand recognition and brand perception, and recommendations for increasing brand recognition.