The thesis deals with the perception of a cosmetic brand Palette. It analyzes its communication activities and brand identity and compares them with its parent brand Schwarzkopf. The main goal is to find out how Czech consumers perceive this brand. It describes awareness, associations connected with the brand and attitude of consumers towards Palette. The main method to achieve the goals of this thesis is my own research conducted online and analysis of publicly available secondary data and private secondary data from Henkel company.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:18638 |
| Date | January 2009 |
| Creators | Dostálová, Irena |
| Contributors | Postler, Milan, Kobelková, Lucie |
| 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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