Analýza image značky na trhu s čínskou medicínou

Abstract

The diploma thesis deals with the analysis of the brand image on the market of traditional Chinese medicine. The main goal of this work is to define the perception of the MycoMedica brand image and then compare this image with the set brand image. The MycoMedica brand has been operating on the Czech market since 2010 and offers dietary supplement products from medicinal fungus. The work is divided into theoretical and practical parts. The theoretical part describes the theoretical basis of the brand image and characteristics of the company TCM POINT s.r.o. The practical part includes the methodology of data collection and analysis of research results. Data were collected via an electronic questionnaire. Based on the results of the analysis, recommendations were proposed that could lead to increased profits and attract new customers.