Soulad image značky a strategického positioningu: Případová studie podznačky Nivea Men na českém trhu

The master’s thesis examines the relationship between strategic positioning and brand perception, using the Nivea MEN sub-brand on the Czech market as a case study. The aim is to assess the degree of alignment between the strategic positioning and the actual brand image in consumers’ minds and to identify potential discrepancies. The theoretical part defines key concepts of brand management and serves as a basis for the research framework. The empirical part combines qualitative and quantitative research methods. The qualitative phase, conducted through in-depth interviews, identifies the main associations linked to the brand. Based on these findings and with regard to the positioning, a questionnaire is subsequently developed for the quantitative survey, which enables these associations to be measured. The results indicate that there is only a partial alignment between the positioning and brand perception. Consumer perceptions are primarily dominated by associations of tradition, reliability, and everyday use, while other elements of the positioning are not reflected.