Vliv marketingové strategie na vnímání značky LEGO® dospělými spotřebiteli

This diploma thesis focuses on the perception of the LEGO® brand among adult consumers. Its main objective is to evaluate how adult consumers perceive the LEGO® brand and to compare whether their perceptions match the way the brand is presented. The thesis is divided into a theoretical and a practical part. The theoretical part focuses on the concept of brand, consumer behaviour and the theoretical framework of marketing strategy. The methodology of the thesis includes marketing strategy analysis, quantitative research and expert interview. The results of the research are then evaluated and based on the results, recommendations are proposed to optimize the marketing strategy targeting adult consumers.