Thesis deals with the topic of brand management, specifically brand management of the product line extension. The selected brand for the practical application of the process of brand management is Maybelline New York, consumer cosmetic brand belonging to the company's portfolio of L'Oréal. The goal is to design and describe the process of management of this selected brand for the extension in the fragrance market. The practical part includes desk research (analysis of contemporary brand management of Maybelline New York and fragrance market analysis) and primary research (focusing on the behavior of target group on the fragrance market and their knowledge and attitudes to this brand. Based on the information gathered by the research the appropriateness of brand extensions on fragrance market is determined and a model for the brand management on this market is designed and described, including setting the brand vision, brand identity, positioning and communication strategy.

No description available.