Analýza vnímání značky na trhu výběrové kávy

Abstract

This bachelor thesis deals with the analysis of the perception of the Laura Coffee brand in the Czech Republic. The aim of the thesis is to find out how consumers perceive the brand in terms of its identity, values, visual communication and market position. The theoretical part focuses on the definition of basic concepts related to brand management and the specifics of the market of specialty coffee. The practical part uses quantitative research in the form of an online questionnaire survey. Based on data analysis, key factors influencing brand perception are identified and recommendations for strengthening the brand's competitiveness are proposed. The results of the work can be used as a basis for strategic decision-making and brand development in the field of marketing communication and customer relationship building.