Analýza vnímání kosmetické značky

Abstract

The thesis aims to clarify view of consumer on cosmetics brand Dermacol. It resolves a comprehensive look at the brand Dermacol. Next it characterizes the environment of the company in relation to the area, its history, faces of brand and economic results. Theoretical solutions deal with the marketing brand management. The practical part consists based on the results of two group interviews and evaluation questionnaire. The last chapter follows the proposal and recommendations for effective brand management.