Analýza image značky H&M

This bachelor's thesis on the topic of Image Analysis of H&M Brand is focused on the perception of the fashion brand H&M on the Czech market. Building on a quantitative research, the goal of the paper is to compare the consumer brand perception with its identity and desired image. The thesis is divided into two parts, theoretical basis and practical research. The theoretical part covers the basic concepts associated with the topic of the work. Practical part introduces the H&M brand and analyzes obtained data. Based on this analysis the paper follows up with the comparison, discovering the similarities and differences in brand image and brand identity. Therefore the thesis portrays the true brand image of the H&M brand. Data was collected from the research Market & Media & Lifestyle - Target Group Index, a consumer survey and author's own research.