Hodnocení vnímání značky na automobilovém trhu

Abstract

This diploma thesis deals with the assessment of brand perception in the automotive market. The chapter “Company characteristics“ is focused on the company performance Renault Česká republika, a.s. and brands of cars Renault and Dacia in the Czech market under this company and also describes the environment the company and brands of cars occurs in. The theoretical chapter summarizes basic facts concerning of brand management. The actual research was based on questionnaries and carried out personally and electronically. In the question forms there are captured opinions of customers to the brand in the Czech automotive market. According to the evaluation based on all the questionnaires were finally arranged proposals and recommendations that could serve the company as a basis for improving the quality and brand image.