Vnímání značky Pilsner Urquell mladými spotřebiteli

The diploma thesis deals with the perception of the Pilsner Urquell brand by young consumers aged 18-35 on the Czech beer market. The main goal of this work is to identify and describe the image of the Pilsner Urquell brand. The analysis of brand perception is based on a field survey using the qualitative method of individual interviews and subsequent quantitative questionnaire survey. The theoretical part of the thesis deals with the issue of the brand, the definition of this concept and its building and strategic management. The practical section of the thesis then deals with the description of the domestic beer market, mapping the main producers and the introduction of the company Plzeňský Prazdroj, respectively the Pilsner Urquell brand itself and its marketing activities. In the end, the results of the primary research, recommendations for the future image management of the Pilsner Urquell brand and general recommendations for building a beer brand among young consumers on the Czech market are summarized.