Vnímání značky Hollister na českém trhu

The purpose of this master's thesis is to identify an image and customer-based brand equity of the Hollister brand on the Czech market. At the beginning, there is a theoretical introduction of brand aspects and models that are essential for a brand and its perception. The master's thesis is based on analysis of secondary and primary data that are collected through quantitative and qualitative methods. The primary data are firstly retrieved from an online questionnaire and are fulfilled by in-depth interviews that serve for building a complex Czech customer-based point of view on the Hollister brand. Analyzed results are presented through a consumer-based brand equity pyramid. At the end of the thesis, there are mentioned some limitations which are related to the master's thesis, and recommendations for an improvement of the Hollister brand equity perception on the Czech market.