Return to search

Audit značky Mercedes-Benz v kategorii prémiových osobních vozidel / Brand audit of Mercedes-Benz in the category of premium passenger cars

The thesis Brand audit of Mercedes-Benz in the category of premium passenger cars is concerned with the evaluation of the position of the brand Mercedes-Benz on the Czech market in comparison with its biggest competitors - BMW and Audi. This is also the main goal of the thesis. The first part of the thesis is focused on defining brand and terms that are connected with brand. Furthermore there is an explanation of brand management, more precisely positioning, marketing programs and secondary associations that are the basic tools of brand building and also introduction and explanation of brand audit. In the second part profiles of brands are assembled and brand audit of Mercedes-Benz based on results of qualitative and qualitative research is made. The conclusion consists of current brand positioning and brand management of Mercedes-Benz. This is also a secondary goal of the thesis.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:206992
Date January 2013
CreatorsŽídková, Jolana
ContributorsOlšanová, Květa, Lhotáková, Markéta
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

Page generated in 0.0018 seconds