Analýza známosti značky zdravotní pojišťovny

Abstract

The aim this bachelor´s thesis was to Analysis of the Brand Recognition in the Health Insurance Company and to specify suggestions that might contribute to improving their recognition in the market. The problems of health insurances were explainded in the thesis, the terms concerning symbol were clarified and also the situation in the market health insurances ing the Czech rebuplic. The problems of customers and their satisfaction were also described teoretically. Market research using personal questionnaire was caried out to reach the aim of the thesis. The tool for capturing data was the questionnaire. Consequently, the analysis of the information was completed.