Vnímání vybrané značky mladou generací

This Master’s thesis focuses on the perception of the Sportisimo brand among young consumers, specifically Generation Z in the Czech Republic. The aim of the thesis is to identify brand associations, values and perceptions connected with Sportisimo and to evaluate its position compared to key competitors. The theoretical part presents major brand equity and identity models by Aaker, Keller and Kapferer, as well as the main characteristics of Generation Z. The methodological section describes the use of both qualitative and quantitative research, including semi-structured interviews, a questionnaire survey and secondary data analysis from the MML-TGI database. The practical part analyzes consumer behavior, brand awareness and brand perception of Sportisimo among young respondents. The findings reveal a strong level of brand recognition, but also weaker emotional attachment and lower brand loyalty of Generation Z compared to competitors. Based on these results, the thesis proposes recommendations to strengthen the brand’s identity and image, especially through digital communication, authenticity and alignment with current sports fashion trends.