Rebranding značky Royal Crown Cola

The aim of the diploma thesis is to analyse the rebranding of the Royal Crown Cola brand and, on the basis of the attributes of a successful brand, which are defined in the theoretical part, evaluate, whether the brand rebranding was successful and how the brand is perceived by consumers. To achieve the goal, the methods of analysis of secondary data provided by Kofola Czechoslovakia company and quantitative research of consumers of cola drinks were used. From the data obtained, it can be stated that the rebranding was successful on the basis of sales statistics and positive evaluation of new packaging by consumers. For future campaign it is recommended to focus on communicating the quality ingredients of the drink and, in commercials, communicate the brand and the product itself from the beginning.