Brand management

This Bachelor´s Thesis deals with brand building and strategic brand management. The aim of this thesis is to determine on the basis in depth interviews and subsequent analysis to determine what kind of activities Samsung uses to develop and build its brand and what their impact. In the theoretical part, there are presented definitions related to the concept of a brand as an element of brand identity and brand image, positioning of a brand, brand equity and its measurement. The following section describes the process of building a brand and its strategic management, which also includes the specifics of internal branding and position of brand manager. The practical part contains an analysis of the Samsung brand building, its brief history, vision of the company and current strategy. Based on in depth interviews will be analysed in detail each activity aimed at building a Samsung brand. In this thesis is also included a case study, which examines the introduction and later success of Facebook page Samsung Česko a Slovensko. The last part consists of SWOT analysis, which provides a detailed view of strong and weak sides of the Samsung brand, also its opportunities and threats