The power of brand and consumer’s perception of brand

This thesis verifies and measures the contribution of brand management compared with world's marks product sales. The thesis will also help the reader to understand the potential of consumer's perception, which is target of marketing. The thesis conducts an analysis of brand management contribution in sales of vehicles, fashion products and banking system products and services. The thesis should also help to understand the behavior of consumer. We have discovered an unused potential in three fields above caused by inappropriate or insufficient application of brand strategies -- focused on Czech market. We have conducted research of consumer's preferences based on questionnaire and we have identified defects in current brand strategies. The conclusion provides a suggestion how to eliminate mistakes in creating brand