Vnímání značky Urinal na českém trhu

The goal of this master’s thesis is to analyze and identify the perception of Urinal brand by consumers on the Czech market and to provide the brand management with recommendations on how to possibly improve the brand perception. The thesis provides a theoretical overview of concepts and theories related to brands and their management. The master thesis relies on a secondary and primary data research with combination of quantitative and qualitative research methods. Online questionnaire and individual in-depth interviews are combined in order to reveal the Urinal brand perception among Czech consumers. After the data analysis, results are presented and discussed, and recommendations to the Urinal brand management are explained. It was found that Urinal brand has some strong, favorable and unique brand perceptions, as well as, certain blind spots and less favorable brand perceptions which should be addressed by the brand management.