Identita a image značky 4camping u generace Z v ČR

The aim of this thesis is to assess the degree of alignment between brand identity and brand image of 4camping among Generation Z in the Czech Republic and to formulate marketing recommendations for its optimization. The theoretical part defines Generation Z, identifies key characteristics of its consumer behavior, and describes marketing concepts of brand identity and brand image. The methodological part focuses on the applied qualitative research methods, specifically semi-structured interviews and a supplementary questionnaire survey. The practical part analyzes brand identity, brand image, and their mutual alignment. The outcome of the thesis is the identification and categorization of brand associations based on differences in their perception among Generation Z. The most salient finding is a low level of alignment for associations related to graphic style, humor, and playfulness, whereas a high level of alignment is observed, for example, for associations such as nature, friendliness, and tourism. Based on the research findings, the thesis concludes with a set of recommendations aimed at minimizing inconsistencies in the perception of brand associations and thereby optimizing the alignment between brand identity and brand image.