This thesis focuses on building strong brands through brand image and brand identity. Therefore, an analysis of various factors that influence both brand image and brand identity was carried out. The most important of these factors are brand value and related brand value models, corporate social responsibility, and new trends in brand management as for example digital marketing, viral marketing, event marketing and sponsorship. The aim of the performed research is to identify the image of two most valuable sports brands, Nike and Adidas. Based on the results the image of both brands is compared and furthermore, a comparison of the Nike's brand image with its identity is performed.

The subject of the diploma thesis titled "Strategy analysis of the company" is a strategic analysis of the selected company. Its purpose is to analyze a current status of the company with focus on finance and distribution channels. Further, based on findings conceive a strategic recommendation for the company. The diploma thesis is divided into two parts. In the theoretical part is described a general approach to company strategy, strategic analysis and instruments for company strategy analysis. In the practical part are chosen analyses applied on the selected company -- adidas ČR s.r.o. Finally, findings of applied analysis are summarized into the strategic recommendation for the selected company.