Město značek: Projektivní mapa vztahu spotřebitelů k módním značkám

This bachelor thesis focuses on exploring deeper emotional and symbolic meanings that consumers attribute to fashion brands. The aim of the thesis is to design and assess the explanatory value of the projective method “Brand city,” which enables visual representation of brand relationships through metaphorical mapping of space. The methodology is based on the concept of the brand as a system of meanings and on the principles of projective techniques in qualitative marketing research. The empirical part is based on a combination of projective drawing, a questionnaire, and in-depth interviews, while the data are analyzed using thematic coding. The results show that the distance of a brand is not a reliable indicator of the relationship to the brand. The key role is played by the meaning of the place, its connection to everyday experience, and personal associations. Mental maps therefore do not reflect objective space, but rather subjective structures of meaning, while it is also shown that the drawing itself is not sufficiently interpretable without accompanying explanation. The method thus proves to be primarily an exploratory tool for uncovering deeper meanings, however, its use depends on the combination of visual and verbal data.