Vnímání značky Red Bull generací Z

This master’s thesis examines the perception of the Red Bull brand amongst Generation Z. Its aim is to evaluate how this brand is perceived by Generation Z in the energy drink market segment in the Czech Republic and to analyze its position against competitors. The theoretical part defines key concepts related to marketing communication, Generation Z or brand. This section also focuses on the energy drink category, with a specific focus on the Red Bull brand. In order to answer the research questions, a qualitative research method is used and the target group is defined as Generation Z. The practical part analyzes data of the individual in-depth interviews and interprets the findings to formulate recommendations for strengthening Red Bull's perception amongst Generation Z. The research ultimately reveals Red Bull's established position as the market leader within this target group that is predominantly associated with high quality marketing, premiumness and sport.