Add to ORKGThis bachelor thesis focuses on the position of Czech fashion brands on the domestic and foreign markets. Its aim is to complete profiles of the selected brands using external analysis and to describe their position on the fashion market. The thesis is divided into three chapters. The theoretical part deals with a marketing concept of a brand as such, its components, and features. It also defines specificities of a brand in the fashion industry, different approaches to developing its identity, and brand positioning methods in general. The research part is dedicated to the analysis of three selected fashion brands. These brands are chosen with regard to their diversity in terms of profile and approach to communication with consumers. The pra...