Analýza image značky bankovní společnosti

Abstract

This diploma thesis is mainly focused on the brand Image analysis of Bank Company Sberbank CZ, a.s. The aim of the diploma thesis was to define the image of the brand Sberbank CZ, a.s., specifically consumers bran perception in the Czech banking market, brand awareness and important factors for choosing a bank. The research was carried out using a questionnaire survey. The research sample was composed of 206 respondents. Data were sorted to the 1st and 2nd degree classification. The results of the research showed that the Sberbank brand is perceived by consumers as modern and easy to remember. In the partial part of the research was used factor analysis, which reduced 8 factors to 2. The result of the factor analysis showed that consumers in the banking services market make decisions based on the current offer of services and price. The second aspect for decision-making was subsequently determined by the bank's activities connected with the bank's reviews and history. The thesis also proposes steps to be adopted in the context of research results.