Analýza vnímání značky na trhu dekorativní kosmetiky

Abstract

This diploma thesis is focused on the analysis of brand perception on the decorative cosmetic market. The aim of the thesis is to find out how is perceived the Czech brand Dermacol on the decorative cosmetics market. The diploma thesis is divided into theoretical and practical part. The theoretical part of the thesis contains theoretical knowledge about the brand and characteristics of the company Dermacol a.s.. The practical part of the thesis contains descriprion of the methodology of marketing research and analyzes the results of the research. Data were obtained by using electronic survey.