Rebranding zavedené značky: Modernizace identity

This bachelor thesis examines the rebranding process of established small businesses that have been operating in the market long-term, possess professional expertise and excellent references, but often suffer from an outdated visual presentation. The main objective of the thesis is to explore the impact of visual identity modernization on brand competitiveness and attractiveness, and to determine whether a new design can attract a new target audience and support future business profitability. The thesis is divided into a theoretical and a practical part. The theoretical part defines key concepts in the fields of branding, color psychology, and the influence of visual design on consumer purchasing behavior in the digital environment. The practical part is implemented as a case study focusing on Monti Okna, a specific craft business from the Vysočina region. The methodological approach relies on the Design Thinking process, specifically the internationally recognized Double Diamond model. The research combines a quantitative questionnaire survey to analyze the perception of the original identity, with qualitative in-depth interviews to understand customer motivations and test the new design proposal. The central research question examines how brand modernization increases its attractiveness in the eyes of potential clients. The outcome of the thesis is a comprehensive proposal of a new brand identity and a set of marketing recommendations for a small craft business. The testing results confirm that visual modernization fundamentally influences brand perception. An attractive design acts as a primary filter of trust, subconsciously evoking a sense of higher professionalism and a guarantee of product quality in customers. The findings are highly beneficial for other craft businesses, for whom a professional visual presentation can help strengthen their market position and increase overall profitability.