Logo jako součást obchodní značky v průmyslových firmách

Abstract

The aim of this bachelor thesis is to define trademarks, logos and purpose of their introduction, focus on brand protection options, and finally evaluate the use of trademarks in the practice of industrial companies. The first part is given to attention description of the brand, its management, the purpose of why we are introducing the brand and then building and brand valuation. The second part focuses on brand protection. The third part deals with the explanation of the concept of logo and its elements, purpose of the introduction of the logo, its divide and creation of logos. It also focuses on identifying the concepts rebranding and repositioning. The last chapter deals with the perception of trademarks and logos in selected industrial companies, from the perspective of the respondents.