Analýza požadované a vnímané image módního butiku

Abstract

This bachelor’s thesis focuses on the analysis of the brand image of Pohel Úhledu and its comparison with the desired brand image. The aim of the thesis is to assess the degree of alignment between these two aspects and identify possible differences in brand perception. The data were obtained through a combination of qualitative and quantitative research methods. The qualitative part consisted of an in-depth interview with the brand owner focused on defining the brand’s values, marketing communication, and desired image. The quantitative part was conducted in the form of a questionnaire survey among customers and followers of the brand and also included an evaluation of the first impressions of respondents who were unfamiliar with the brand or had only limited awareness of it. The results indicate that the brand is perceived predominantly positively and corresponds to the intended presentation in many aspects. At the same time, several differences were identified, particularly in the classification of the brand (boutique vs. second-hand), the perception of an individual approach, exclusivity, and community. Marketing communication and the owner’s personality were found to play a significant role in brand perception. Based on the findings, recommendations were formulated focusing on refining communication, increasing transparency, and implementing a more systematic collection of customer feedback, which may contribute to reducing the identified differences between the desired and perceived brand image.