Add to ORKGThe target of this master's thesis is to follow the process of corporate brand building of the company Starkl zahradník, to analyse it and to suggest possible improvements. The thesis is divided into four main sections. The first section deals with the theoretical aspects of the corporate brand building. The second section observes the process of brand building of the brand Starkl zahradník. The third section deals with the survey that was carried out and analyse its results. This survey was performed by a questionnaire which was focused on the image and awareness of the corporate brand Starkl zahradník. Then the image was compared with the positioning of this brand. In the last section there are suggested recommendations for improvement of...