Analýza známosti značky na trhu mobilních telefonů

Abstract

Diploma thesis focuses on the brand recognition analysis on the mobile phone market. The main goal of thesis was to determine spontaneous knowledge and supported knowledge of the mobile phones brand LG, including knowledge ,,top of mind " and perception of the brand LG by the costumers. The research was performed through personal interviews using questionnaires, which were distributed near the shopping centers in the cities Čeký Těšín, Karviná, Havířov and Ostrava. The research has investigated knowledge of the mobile phones brand LG, knowledge of competing brands of mobile phones, evaluation of individual factors for the mobile phones brand LG, an association, which the brand mobile phones LG raises to customers, knowledge of the slogan and the logo, and perception the logo and the brand of the mobile phones LG. On the basis of collected information the analysis of research was made. It was the basis for the proposals and recommendations, which should lead to improved perception of the brand of the mobile phones LG.