Analýza značkové strategie a komunikace podznaček společnosti O2 Czech Republic

This thesis deals with the brand strategy of O2 Czech Republic and the analysis of its sub-brands. Consumer perception of sub-brands has a significant impact on the cash flow of the company. Therefore, it is important to deal with this topic. A literature research on brand theory and umbrella brand strategy was conducted. Based on expert interviews, the strategy of specific sub-brands was explained. An analysis of Median data was carried out. Furthermore, a questionnaire survey was conducted to verify the findings from the literature. By combining the research methods, the theoretical concepts could be comprehensively tested in practice. The thesis concludes that the O2 brand is perceived as reliable and of high quality, but inconsistent across sub-brands. It was found that although O2 advertisements are not rated as appealing, their effect on spontaneous brand fit is significant. The strongest sub-brand is O2 TV, which is strongly associated with sport. From the findings, managerial recommendations for the management of the O2 Czech Republic brand were derived. The main contribution of the thesis is the insight into the brand strategy of O2 Czech Republic through expert interviews with marketing staff. The chosen topic does not appear in the available literature.