The aim of the Master thesis is to analyse the perception of Budweiser Budvar brand on the Czech beer market. Theoretical part of the thesis deals with the brand in general, its strategic management and the methods that are related to the brand research. In practical part I apply the theoretical knowledge to the Budweiser Budvar brand and I am coming up with thorough analysis with respect to its values and the current communication campaign. The main part of the work consists of qualitative research, in which I am investigating what attitudes Czech people have to this brand. I am comparing overall results with results in Budweiser Budvar target group as well as the results in the region of South Bohemia. Based on the survey I am suggesting possible recommendations for the future development of Budweiser Budvar brand on the Czech beer market.

The aim of this thesis is to determine the market value of the company Budějovický Budvar as of 31. 12. 2014. The thesis is divided in two parts, theoretical and practical. Each part is composed of 7 chapters. In the theoretical part is specified theoretical principle of valuation, which is applied in the practical part on the company Budějovický Budvar. Before the valuation itself, short company analysis, strategic and financial analysis are carried out. The results from the analyses are used in the prediction of the company sales. Thereof the value creators and financial plan are determined. Finally, last chapter is focused on the company valuation. The main method of the valuation is DCF Entity method and the supporting methods are Value/EBITDA multiple and book value.

The aim of diploma thesis is to determine the value of the company Budějovický Budvar, n.p. In the theoretical part is specified theoretical principle of valuation, which is applied in the practical part of the thesis. The diploma thesis includes financial and strategic analysis, which is used for creating financial plan for future period. The main method of the valuation is DCF Equity. The main method is supported by minor methods (book value and Value/EBITDA).