Pozice českých značek kosmetiky na domácím a zahraničním trhu

This bachelor thesis examines the position of selected Czech cosmetics brands on the domestic and foreign markets. The aim is to compile an identity profile of the brands Dermacol and Organicka Apoteka using external analysis, and then with the help of questionnaire survey find out their position on the market. The thesis is divided into three chapters. The theoretical part deals with an introduction of the marketing concept of brands and describes the basic elements of the brand and its other characteristics. The following chapter explains the brand identity using two models, one of which will be used in the theoretical part of the thesis. The end of this part is devoted to the issue of positioning and brand image. In the practical part, selected brands are analysed, and their identity profile is compiled. The last part of the thesis evaluates a questionnaire survey examining shopping habits of consumers and their awareness of Czech cosmetics brands. In the end, recommendations for selected cosmetics brands are suggested.