The aim was to compare whether there are different perceptions of the brand of ČEZ, as by its employees and from the public. Literature review dealt with the brand and its history, brand management and brand positioning. This chapter also included information on marketing research. The practical part introduced company ČEZ. Using quantitative and qualitative methods of marketing research, I tried to find out if employees perceive the brand more positively than public. Research results are displayed using a semantic differential scale and obtained values were compared. Based results then I confirmed or refuted the contrary, the hypotheses at the beginning of work. At the end of part I tried to suggest possible measures to improve the brand perception.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:136850 |
| Date | January 2012 |
| Creators | TOMŠÍ, Pavlína |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
Page generated in 0.002 seconds