Vnímání značky Opavia generací Z

This thesis focuses on the perception of the Opavia brand among Generation Z. The thesis aims to identify the main associations and motives that young consumers connect with the brand, compare its perception with competing brands, and examine the context in which Generation Z encounters the brand. The theoretical part of the thesis addresses the concept of a brand, its value, and the role of associations in marketing communication. To answer the research questions, the practical part employs qualitative research methods, specifically in-depth interviews using projective techniques, particularly the ZMET method. Secondary data were drawn from the MML-TGI research and analyzed using descriptive, factor, and cluster analysis, complemented by contingency tables. The results indicate that the Opavia brand is perceived as a stable and reliable choice, primarily associated with childhood, family, and leisure activities. The central theme of its perception is “Opavia as certainty,” which stems from consumers’ long-term experience with the brand and its ability to be part of various life situations.