Strategic Brand Development of Company

Diploma thesis is focused on the brand building proces of the retail chain with sports equipment Decathlon. Appropriate theoretical concepts for brand development and for identification of competition are identified in the thesis. On the basis of this knowledge and using the methodology of market and competition analysis, the next part of the thesis analyzes the brand and its position towards competition, the market, as well as the survey of customer perception. The final step is to formulate suitable measures for brand development in the chosen market, which are based on the previous parts of the work