Analýza značky na trhu piva

Abstract

The topic of the diploma thesis is the analysis of the Koníček brand on the beer market. The aim of the work was to find out the overall perception of the Koníček brand on the beer market. The work is divided into two parts. The theoretical part contains the basis for the issue of the brand, such as its function, types and elements or the perception and evaluation of the brand. The Koníček brand is also characterized. The research was carried out in the form of online surveys. Based on the research results, the author made suggestions and recommendations for brand management.