Analýza dopadu změny značky firmy

Abstract

The aim of the bachelor thesis is analysis of repercussion of changes in the company´s brand, it means analyze, how the public has accepted the change in the company´s brand and the reactions and the responses. Specifically, it is rebranding the company of innogy. The bachelor thesis is divided into two parts. The first part is theoretical and describes historical progression of brand, brand building and especially rebranding. In the first part is a characteristic of company innogy. This part is the background for the second part. The second part is practical and analyzes the results of the marketing research, which were obtainded through the questionnnaire. In the end of practical part are described proposals and recommendations for improving communication and promotion of the new brand in schema_dspacedb. In the end of bachelor thesis, the results are summarized.