Image of the brand Kofola

The aim of this work is to analyse brand awareness and brand image of soft drink Kofola and on basis of their opinions provide recommendations for improvement of its total image. Project work is divided into three chapters. It includes 4 pictures, 13 graphs, 1 table and 3 appendices. First chapter clarifies bases of a brand theory. It deals with brand value, identity, image and personality. Following chapter characterizes profile of the producer Kofola a.s. as well as with non -- alcoholic beverage Kofola and its image. Last chapeter presents results and interpretation of data obtained by conducted research. Results of research draw attention to attributes that are according to consumers, typical for Vinea brand (traditional, czech) as well as to qualities it lacks (healthy). Conclusions indicate possibilities of improvement of the brand Kofola