Analýza vnímání změny značky na IT trhu

Abstract

This thesis aims to analyze the perception of the rebranding of IT company. The purpose is to examine the differences in the perception of the rebranding process from the perspective of the company's employees. The thesis is based on in-depth interviews with 12 respondents working in different positions in different parts of the company. Based on the research, suggestions were proposed to improve the effectiveness of brand communication and to address the business challenges faced by IT company.