Analýza log společností zabývajících se zpracováním mléka

Abstract

The diploma thesis deals with a company logo analysis of five dairy product companies which operate in the Czech market. The aim of the diploma thesis was to assess the end-consumer’s logo communication aspects. I made a survey of the end-consumer’s opinion about a particular logo, what the logos mean to them and how the logos could be improved, using a qualitative method called focus group. Partial results’ quantification was reached by an assessment of 11 polarity characteristics followed by a creation of individual logo’s polarity profile. Because the respondents do not come across just the separate logo in everyday life, they had the opportunity to evaluate the logo’s pros and cons in connection with milk packaging. Based on the results, three companies were given suggestions for petty changes in terms of the logo’s design; other suggestions were aimed to improve brand equity because logo and brand interrelate very closely.