Image značky Bobcat v regionu GSA

The aim of this thesis was to identify the areas in which the image of the company and its products from the perspective of the target group, which are those interested in construction and agricultural equipment within the GSA region, is in line with the image that the company is trying to set through its identity. At the same time, the aim was to make recommendations for possible narrowing of the identified gaps in specific areas, revealed by the research on the interrelationships between public perceptions and the deliberately created elements of corporate identity that are intended to influence these perceptions. The analysis of the company's identity was carried out on the basis of theoretical bases, compiled from domestic and foreign sources, providing the structure of corporate identity, one point at a time, mainly based on the internal data of the company under study. The company image was examined on the basis of a questionnaire survey conducted at Bauma in April 2025. The individual recommendations and identification of outliers were followed by statistical processing of the questionnaire responses and testing of the established hypotheses. The practical part of this thesis revealed consistency in most of the examined elements of corporate identity or corporate image. Gaps can be observed especially in the perception of responsibility towards the environment, the company's orientation towards ethics, information openness, or in the perception of the company as having a comprehensive and clear distribution network or a wide range of after-sales services and a sufficiently communicated rich history. The thesis then provides comprehensive recommendations to narrow the identified gaps and also measures to support a sustainable shift towards a full convergence of identity and image where society is relatively successful even today.