The influence of brand on consumer buying behavior

The aim of the thesis is to find differences in perception and knowledge of sportswear brands, and the purchase behaviour process of sportswear based on the purpose of purchase (sporting activities, leisure or daily wear), and then to recommend steps for a successful brand building to Czech manufacturers of sportswear. The theoretical part of the work, which is based on analysis and synthesis of secondary data sources, quotes and comparisons of the opinions presented by various authors, characterizes marketing management, its tools, brand, and costumer purchase behaviour. The practical part of this thesis consists of an analysis of secondary data dealing with brand policy of selected sportswear brands (Nike, Adidas, Puma, Alpine Pro, Hannah, Husky) and primary data collected via questionnaire. Based on the results of the research, conclusion and recommendation were formulated. The recommendation comprises of systematic work on creating brand identity, identification elements and active communication of values that a brand brings to current and potential customers. To focus on a segment of active sportsmen, which currently do not have a favourite sportswear brand is also recommended. The successful acquisition of this segment enables a creation of a relatively large base of loyal customers