Analýza image pánské módní značky

Abstract

The aim of this diploma thesis is to compare the image of the fashion brand BANDI with its intended corporate identity. The diploma thesis is divided into the theoretical and research part. The research part deals with the image analysis of this brand. The problem is explored by a quality method through group interviews.

Data analysis shows that BANDI has a positive image. The perceived image of the brand's customers corresponds considerably to the intended identity. Respondents who are not customers and do not have a personal experience with the brand lack of a significant part of the of the brand identity in the perception.