Brand value perception of the Czech Olympic Team

Title: Brand value perception of the Czech Olympic Team. Objectives: The aim of the thesis is to find out the position of the Czech Olympic Team brand, including the perception of sponsors, and based on this finding to design a Customer Journey Map project for a selected partner, which would help improve the functioning, perception and attractiveness of this partnership with COT. Methods: The theoretical part was developed through the study of professional literature. The key for data collection was a quantitative method of electronic surveying on a representative sample of the Czech population and visitors to Olympic festivals. The comparison of data from individual waves of surveys provided the greatest benefit. Based on these results, the respondents' experiences were visually processed using a special Customer Journey Map method and specific recommendations were proposed. Research by the International Olympic Committee complemented our own information about the Olympic brand. Results: The brand of the Czech Olympic team is no stranger to the Czechs, they associate it with the Czech representation and have a positive attitude towards it. They perceive the brand as honest, positive and traditional. The most frequently mentioned partner of Czech Olympic Team is the former general partner Škoda..