Current Perception of a Brand in Czech Consumers’ Mind

Abstract

Nowadays, the development and management of brands is a key element of strategic marketing management regardless of the type of market, regardless of the type of products we offer, regardless of which needs of which type of customers we intend to meet. The presented study analyzes managerial processes and decisions related to strategic development and management of a portfolio of brands, its synergic and multiplication effects, and specifies key factors influencing the increase in the value of brands in relation to the influencing of opinions and preferences of consumers regarding brand products. Last but not least, this study presents the results of primary representative quantitative research carried out at the turn of the year 2014 using a sample of 1028 respondents by the Department of Marketing Communications of the Faculty of Multimedia Communications of Tomas Bata University in Zlin. The main aim of the research was an analysis of opinions and preferences of Czech customers towards a brand and brand products, and of the identification of the influence of brands on the shopping behaviour of Czech citizens. The research was focused on branches of profit organizations emphasizing the importance and the customers’ ability to identify the producer and the country of origin.