The diploma thesis analyzes the brand positioning and marketing strategy of the company Plzeňský Prazdroj, a.s. The first part of the study presents the main marketing terms and theories. The next chapter deals with the subject of brand identity and brand value. The practical part presents the brewery company Plzeňský Prazdroj, a.s. and portfolio of its products. The following chapter analyzes brand positioning, communication campaigns and sponsoring activities of the brands of Pilsner Urquell, Gambrinus, Radegast and Velkopopovický Kozel. The results of the field questioning show the associations of consumers with the brands mentioned above and the knowledge of their communication campaigns. Those results are compared to the identity of brands. At the end of the thesis there are some recommendations for changes in the brand communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76373 |
| Date | January 2009 |
| Creators | Rusínková, Anna |
| Contributors | Postler, Milan, Krčmářová, Vanda |
| Publisher | Vysoká škola ekonomická 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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