Sentimentální analýza značky

The goal of the thesis is to summarize knowledge about sentimental analysis as a modern method of marketing research and apply it on brand analysis. The first part of the thesis contains theoretical knowledge about brands and the brand equity model. The theoretical part further contains a section dedicated to individual sources of marketing data on the internet. Finally, the theoretical part of the thesis is dedicated to problematic of sentimental analysis. The following part of the thesis, the methodical part, presents goals and methods of conducted research. Lastly, the practical part presents the SentiOne system that will be used for the research purposes. Main theme of the practical part is the use of sentimental analysis on Garnier and Nivea brands with objective of researching the level of brand’s sentiment in online environment and to reseach Garnier’s sentiment to a deeper extent.