Vnímání značky Hard Rock Cafe českými vysokoškolskými studenty

The goal of this thesis is to understand perception of the Hard Rock brand in the Czech Republic among university students. Hard Rock Cafe Prague is a combination of a restaurant, bar, and rock club operated by the hospitality corporation Hard Rock International. The studied segment can be seen as a group of potential customers in long term, and this research should identify opportunities for growth of Czech guests. The thesis presents the process and results of Hard Rock brand research on the selected segment. The work is supported by theory of marketing of services, brand, and methodology of marketing research. The practical part includes two phases of research: qualitative and quantitative. Analysis of both phases and their implications on formulated hypotheses lead to conclusions regarding perception of Hard Rock brand by the studied segment. These are further analyzed to offer a number of recommendations for future marketing communication activities targeted towards the local customers.