The perception of the brand BMW in the frame of the automotive market in the Czech Republic

This master thesis deals with the perception of the brand BMW on the automotive market in the Czech Republic. The aim of the thesis is the assessment of the position of the brand BMW and its perception by Czech consumers. For this purpose the thesis is divided into six chapters. In the first chapter the brand and brand strategies are solved. Second chapter deals with marketing research. Third and fourth chapter both analyze the automotive market in CR. In the fifth chapter the brand BMW and its competitors are more thoroughly characterized. The last chapter is dedicated to the perception of the brand and there are two surveys. One of them was prepared directly for the car producer BMW and the second one was done by the author. On the basis of the results of the surveys the final conclusions are made