Identita a image značky Oral-B na českém trhu elektrických zubních kartáčků

The aim of this thesis is to determine to what extent the identity and image of the Oral-B brand on the Czech market with electric toothbrushes match and to propose recommendations to minimize the discrepancy between these concepts. The theoretical background of the thesis was described in the first part of the thesis, which focuses on defining the concepts of brand, brand value, brand identity, brand positioning and brand image. In the practical part, the Oral- B brand was introduced in detail with a focus on electric toothbrushes. Based on secondary research and analysis of the brand's marketing communication and its key brand elements, the brand identity was identified and described. Through qualitative and quantitative marketing research, the brand image of Oral-B was identified and then compared with its identity. Based on the degree of congruence, marketing recommendations were proposed.