Význam BTL komunikace pro značku Rexona

The topic of the Master's Thesis analyzes an impact of BTL communication on Rexona brand. The goal of the thesis reflects how BTL communication influences the results of a campaign of Rexona brand during the year 2012. The thesis deals with the applications of BTL activities on Rexona brand, describes the divergence of a mass communication moreover it shows using BTL communication on brand building. In addition, the further analysis examines the impact of the BTL activities on the brand awareness, the online brand interest and the trend of market share in a brand volume and brand value of Rexona. There were used different methods to find out the main goal of the thesis - the questionnaire survey, an analysis of the Market & Media & Lifestyle -- TGI, Google Trends application and the internal outputs provided by Unilever. By integrating the used methods can be traced importance and significance of BTL communication for the Rexona brand.