Vnímání dermokosmetické značky

The aim of the thesis is to evaluate the consumer perception of the Eucerin brand and to compare whether its identity coincides with its image. The thesis also focuses on finding the brand's weaknesses and proposes recommendations to improve its communication and market position. To achieve this objective, a review of the relevant literature was carried out to take a closer look at the brand, its values, brand building and management. The practical part uses the findings from the theoretical part and analyses the different elements of the brand. This is followed by secondary and primary research conducted using an appropriate combination of quantitative and qualitative research methods. The thesis concludes by discussing the main results, comparing brand image and brand identity, and providing recommendations that could benefit the marketing team.