Analýza image značky na trhu topenářské techniky

Abstract

The theme of this bachelor thesis was a brand image analysis on the heating technology market. The main aim of this thesis was to measure the image of VIADRUS company. Questioning method was used for data collection which took place at the Infotherma 2014 fair where the respondents were approached personally. The data analysis revealed that the image of VIADRUS company is good, although its weakest point are relatively high prices of sold products. Recommendations which could improve the company’s image were proposed based on the analysis results. The main conclusion is that the company should focus on marketing communication towards its customers.