Analýza povědomí o značce Air Bank na českém trhu aneb "Mohou mít i Češi banku rádi"?

The aim of my bachelor thesis was to analyse the position and awareness of the new young emerging banking institutions on the Czech banking market that occurred after entrance of new young banking institutions, which disrupted the traditional hegemony of big traditional banks such as Česká spořitelna, Komerční banka and others. The research is primarily carried out from the point of view of brand creation. Theoretical conclusions, that define the first part, are practically validated on a specific example of the new bank - Air Bank. I describe the bank history and key milestones in its establishment on the market and defining marketing approaches that Air Bank has chosen including their influence on the brand awareness. To confirm my claims -- both theoretical and practical ones - I conducted a questionnaire survey at the end of my thesis investigating either general factors of clients approach to banks, and in particular the key public knowledge of Air Bank. I obtained an overview of the success of their marketing communication and brand awareness. In the survey, I confirmed my hypothesis that points to the knowledge of Air Bank and its marketing communications.