Nastavení značky začínajícího podniku

This bachelor's thesis focuses on creating a brand setup for a start-up business in the field of paid financial consulting. The thesis is divided into three parts: the theoretical part, the methodology, and the practical part. In the theoretical part, fundamental concepts of branding are defined, such as brand identity, elements of brand identity, value proposition, and the relationship between the brand and the customer. The chapter concludes with a description of the brand-building process and key related concepts. The methodological part describes the methods used for data collection and analysis through in-depth semi-structured interviews with the target group. In the practical part, the concept of paid financial consulting, service offerings, and pricing for the mentioned services are presented. The practical part includes a list of individual benefits and needs of the target group, based on which the elements of identity and their relationships are defined.