Analýza komunikační strategie uvedení značky NUXOR na českém trhu a návrhy na její vylepšení

This master's thesis deals with the analysis of the communication strategy for the launch of the Lindt NUXOR brand by Lindt & Sprüngli on the Czech market. The theoretical part provides information about the brand and brand management strategies. Branding and communication strategies are also described, with particular attention paid to social media communication. The thesis further addresses the process of introducing a new brand to the market, including situational analysis and defining the target group. The practical part begins with an introduction to Lindt & Sprüngli and its operations on the Czech market. Subsequently, the Lindt NUXOR brand is described, followed by the application of models from the theoretical part and an analysis of the communication campaign for the launch of this brand. The main focus of the theoretical part is original research conducted through a questionnaire survey and presentation of its results. The final section evaluates the communication campaign based on insights from the original research. The outcome of the thesis includes proposals for improvements of the future communication strategy of the Lindt NUXOR brand.