Vnímání značky Pekárna Nostress Bakery mezi jejími zákazníky

The bachelor thesis focuses on the topic of brand perception. The aim of the thesis is to find out how the Pekárna Nostress Bakery brand is perceived among its customers. The first part of the thesis is the theoretical part, which defines the most important concepts and serves as a basis for the research. The second part of the thesis, the methodological part, presents and justifies the chosen method. The qualitative research is conducted in the form of semi-structured in-depth interviews with customers of Pekárna Nostress Bakery. The primary focus is on the respondents' perception of the brand, their attitudes, the nature of their relationship with the brand and the associations associated with it. In the practical part, the collected data is analysed and evaluated according to the thematic analysis procedures. The results of the research are particularly useful for the brand itself, as they reveal how respondents perceive the brand, and the sources of their perceived liking and high loyalty. The paper concludes with suggestions for implementing the research findings into marketing communications and recommendations for appropriate marketing activities.