Brand perception

Abstract

The aim of this diploma thesis named "Brand perception" is to create suggestion for changes in the communication of brands based on an analysis and comparison of the perception of the particular brands by the public and the society. The theoretical part focuses on the clarification of the important definitions, which are related to the issue from the recognized economic authors points of view. The second part of the diploma thesis is focused on the evaluation of qualitative and quantitative techniques of a marketing research which are the basis for a comparison of the chosen brands from the point of view both of the public and of the representatives of the society. The conclusion of the thesis includes suggested precautions for making the communication of the brands better