Brand Strategy of L'ORÉAL on the Czech Market

The aim of this bachelor's thesis is to describe and compare individual brand strategies implemented on the Czech market by the company L'ORÉAL, and to attempt to assess the positioning and image of four brands selected from the company's brand portfolio, through a SWOT analysis. The first chapter explains the concepts of brand and brand management. The second chapter deals with the marketing communication and its forms. The third chapter briefly describes the SWOT analysis and its significance. The fourth chapter presents the company L'ORÉAL and its position in the world and in the Czech Republic. The last chapter examines the brand strategy of L'ORÉAL on the Czech market, and describes the structure of the brand portfolio in detail