Výzkum známosti značky „Kofola“

Abstract

The aim of this thesis is to analyze the product Kofola, evaluate the research and propose recommendations according to the results. The work at first defines the basic concept of brand, its history, description, work with the brand, brand assessment, brand level, strategy and brand value. This is followed by description of Kofola, its history, present situation, logo, competitors and strengths and weaknesses of the company. There is used a method of written interview in form of a questionnaire in practical part. On the basis of theoretical knowledge and the results of the analysis made, the research is analysed and recommendations proposed in the final part of the thesis.