Analýza českých značek záruky kvality a původu

Products offered on the Czech market may come from the Czech production as well as from abroad. They may also have a different quality grade. This situation is not conducive to a consumer who is looking back to the country of origin or high-quality products. The guarantee marks of quality and origin are trying to help him. The goal of this bachelor thesis is the analysis of the specific and actual guarantee marks on the Czech market. The theoretical part is divided into two chapters. The first one deals with a brand -- the concept, its value, the importance to consumers and companies, the elements and the trademark in law. The next chapter is focused on two aspects sought after by a consumer -- a quality and an origin. Concretely it is the quality of a product and service, the issue of pointing out country of origin and claims of national policy and policy of EU. In the practical part are written down the information determined from the analysis of the specific guarantee marks (from website and independent portals too). A survey among consumers was taken afterwards. There are statements of companies which have some of the specific guarantee marks awarded too. The purpose of the thesis was to provide a summary of trustful guarantee marks for both consumers and companies. A consumer can choose which marks he is going to follow. Companies can make a decision whether the guarantee mark is essential for them, eventually which one is suitable.