Strategie firemních značek globálních kávových společností a využití místních kulturních prvků

This bachelor thesis investigated the corporate brand strategy of global coffee companies and the use of local cultural elements in the Czech Republic. Global coffee companies tend to incorporate local cultural elements into their brand strategies to improve consumers' perceptions and gain loyalty. However, little data is known about their strategies in the Czech market. In particular, Starbucks and Costa Coffee were chosen for this research as the two most prominent representatives of global coffee companies in the Czech market. Qualitative research was conducted among consumers to investigate the brand strategy of these coffee companies. As the result of the thematic analysis, the study found the main similarities and differences in the brand strategies of Starbucks and Costa Coffee, their positioning in the Czech market, usage of local cultural elements, and ability to attract nationalistic consumers.