Návrat tradičních tuzemských značek a jeho vnímání českými spotřebiteli

Traditional well-known czech brands that domestic consumers kept buying during the socialism period, have been successfully returning to the Czech market in the recent years. Besides reestablishing original retail brands we are now encountering co called ''retrowave'' in general, which is represented with TV retro series and programs, exhibitions and local brand support projects. The theme of this thesis has been chosen due to its actual and contemporary reasons and overall inclinations of Czech consumers to the traditional brands and values. The goal is to examine and describe this trend, its factors, circumstances and contingencies and also to support key findings with several successful real examples from the market. The thesis describes thoroughly successful return of traditional czech baking oven Remoska and its expansion to both Czech and foreign households. The practical part of this thesis processes empirical research on the Czech population sample designed by the author which is supposed to analyze the trends described above.