Vnímání komunikace značky Nivea různými věkovými generacemi na českém trhu

The diploma thesis deals with the marketing communication of Nivea brand. The thesis aims to find out differences in perception of Nivea brand communication on the Czech market between different age generations, try to reveal their causes and then identify potential places for changes in the communication strategy. The thesis is divided into four chapters. In the first two chapters, there is a literature review that focuses on cosmetic brands and their marketing communication. The third chapter deals with the Beiersdorf company, the Nivea brand, and the marketing communication of the brand in the Czech Republic. The last chapter contains an evaluation of the questionnaire survey and individual in-depth interviews conducted with respondents from Generations Baby Boomers, X, Y and Z. The research showed that the intensity of differences in perception of brand communication depends on a specific example of communication. There are similarities and differences in perception not only between generations, but in some cases even within a generation. Therefore, intergenerational differences are probably not the only cause of differences in perception. The chapter concludes by outlining theoretical changes in the communication strategy that relate to localness, social networks, and the Nivea Club.