Brand Strategy: Company X

The subject of this thesis was to study current situation of Company X's brand in the local and international market and determine the reasons of their success, and why consumers prefer exactly this brand. The study’s main research ques-tions were: how did Company X become the famous recognized brand and how should Company X maintain and develop its brand to continue as a strong competitor in the market? The Company X brand analysis and brand strategy theories were used to guide and underpin the objectives’ achievement. Qualitative method of research was more suitable for analyzing and defining why people from different segments choose the hotels of Company X and what kind of actions help Company X to be a leading competitor in the market. During the research period, ten questionnaires were sent (seven of them were responded). The desk research and questionnaires, finally, showed why the company was successful and progressive on the domestic and international markets. At the end of the thesis a conclusion was made which showed the main tools of Company X; criteria why customers choose exactly that brand instead of others; and how the company will improve its brand strategy