Brand management analysis of selected brand

This thesis deals with the issue of brand management. The aim of the thesis is to summarize essential findings in this field and apply them in a case study to assess current state of brand management of the brand Bezobalu. The first chapter focuses on the notion of brand and description of basic elements of brand. The second chapter presents different phases of brand management scheme by S. M. Davis and model for socially responsible brand management. The practical part focuses on introduction of selected brand and summary of the current state of brand management in accordance with the model described in the theoretical part. In conclusion, recommendations for improving brand management in the future are suggested on the basis of information obtained by analysis supported by a questionnaire survey