The main objective of the thesis is an analysis of the position of the SEAT brand in the VW Group portfolio. The main focus of the work stays in the European market of personal cars. The work consists of two parts. The first part explains the theoretical tools needed for branding and brand management. Specifically, it is devoted to the brand and its attributes as well as positioning and segmentation, considering also the specifics of the automotive industry in the European market. The second part is analyzing the SEAT brand from two main points of view. The first considers only the VW portfolio. The second one analyses SEAT given its European main competitors. Brand positioning, the automotive market development trends and European customer preferences represent the basis for the comparison in both fields. The findings of the work explain if there is a potential for the SEAT brand to stay in the VW portfolio.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:192475 |
| Date | January 2013 |
| Creators | Kubátová, Michaela |
| Contributors | Lhotáková, Markéta, Kopecký, Jan |
| 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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