The thesis focuses on brand image and its establishment on the Czech retail market. The aim of the thesis is to identify and propose ten opportunities for improvement of brand presentation to the brand's end users.
The first part covers the empirical background and summarises issues of brand image creation in the context of brand building process in the retail environment. The practical part introduces the sports brand Under Armour and subsequently describes its position on the Czech sportswear market. Based on the questionnaire and observational research a draft of ten recommendations is compiled to help improve presentation of the Under Armour brand in the retail environment.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262753 |
| Date | January 2017 |
| Creators | Moravec, Petr |
| Contributors | Pánek, Pavel, Lukáš, Lukáš |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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