Analýza image značky cyklistické společnosti

Abstract

The theme of this bachelor thesis is the brand image analysis of the cycling company Specialized. Specialized bicycle components company, Inc. is one of the leading and the most important brands in the global bicycle market. The main aim of the thesis is to analyse the brand image on the Czech market. One of the partial aims includes to find out what the Czech customer awareness is about the Specialized brand and its marketing communication, and what position the brand holds in customers´ minds. Furthermore, to identify associations that consumers have in connection with the brand and to define the factors that are the most significant to the consumer while choosing a new bicycle. The content of the thesis is divided into theoretical and practical part. The theoretical part describes the theoretical basis of image analysis and the characteristics of the company Specialized bicycle components, INC. The practical part comprises the methodology of the data collection and analysis of the research results. The data was collecting via an electronic questionnaire survey. Based on the results of the analysis there were recommendations, which could lead to improvements of the Specialized brand image on the Czech market, proposed.