Analýza image automobilové značky

Abstract

The bachelor thesis deals with the brand image of the car company Volvo Cars AB. The aim of this work is the brand image analysis of the Volvo on the Czech market. The brand image is linked to whether respondents have knowledge and awareness about the brand, how they perceive the brand and logo itself, what associations they have with the company and whether the Volvo brand has the right positioning. The work is divided into theoretical and practical part. In the first part is the characteristics of the company Volvo Cars AB, its history and the marketing mix. The car market in the Czech republic is also described. Further are presented the theoretical starting points for the analysis of the brand image. The second part consists of the methodology of data collection and the analysis of the brand image.The data were collected using an electronic online questionnaire. After processing and analysing the data, the results are interpreted and, in cases where deficiencies have been identified, suggestions and recommendations are subsequently provided that may lead to an improvement in the image of the Volvo brand. The conclusion summarises all the relevant information found during the work.