Analýza značky na trhu radlerových nápojů

Abstract

The aim of this master thesis is to find out what consumers have a relationship to the brand radler drink Bažant Radler, whether established between this brand and its customers an emotional bond and is brand Bažant Radler seen as a Lovemark. The theoretical part deals with the brand, its features, attributes and value. Another section deals with the characteristics of brand Bažant Radler, the environment in which it operates, its competitors. The research was conducted by the method of electronic polling, a sample of 200 respondents who fall into the target brand Bažant Radler. On the basis of information obtained from research are proposed recommendations that would help to build up the brand.