Analýza vnímání značky na trhu motocyklů

Abstract

The aim of this diploma thesis is to analyze the perception of the Harley-Davidson brand from the perspective of the Czech schema_dspacedb. The theoretical part of the thesis describes the characteristics of the Harley-Davidson brand. There are also defined theoretical bases and some basic terms. In the practical part was realized the marketing research, which was carried out through electronic questioning. The main tool was a structured questionnaire. From the research were created suggestions and recommendations that could help Harley-Davidson not only increase its familiarity and awareness among Czech citizens, but also to gain new customers.