Main goals of thesis are: - to map steps and elements in building Activia brand - to consider coherence of these elements and contribution to brand value, - to validate elements according to criterion of building brand - to work out own research among target group of customers. Main points in my own research are: - to find out spontaneous level of knowledge of a brand, top of mind yoghurt brand, top of mind advertisements, mostly bought Activia products, criterions considered during shopping yoghurts, brand personality and brand image - to create BAV (Brand Asset Valuator) based on knowledge, differentiation, esteem and relevance.

The diploma thesis entitled 'Pragmalinguistic Analysis of Commercial Communication of the Brand Activia by Danone' aims to provide a comprehensive treatise of the above mentioned brand from the point of view of pragmatic and linguistic theories, based on a selected sample of advertising from 2010 - 2014. The introductory theoretical part defines the functions of advertising and their idiosyncratic communication and place them within the wider context of marketing. Subsequently, the position of the product within the segment offered by Danone is described and comparison of the respective marketing strategies for each product is made. The methodological section of the thesis introduces pragmatic linguistics as the central tool used in the ensuing analysis. Here the terms related to the process of communication are emphasised, same as the relationships between the creator of a text, its recipient and the text itself. The last, analytical part deals with selected samples of commercial communication using the aforementioned methods. A sample of Activia Danone communication is then used to analyse the usage of individual linguistic and stylistic means, as well as advertising types with emphasis on their goals as a form of communication.