Strategie budování značky na B2B trhu

Abstract

The diploma thesis is focused on the brand development for a selected company in the B2B market. The first part of the thesis examines the theoretical background of the topic and elaborates on concepts related to brand building, B2B marketing, and the methodology of the work. The practical section presents the selected company, analyzes the competition, and includes qualitative research conducted on this topic. In the project section, proposals for the company's future activities in building its brand are developed, drawing from the theoretical foundations and research findings of the practical part.