The Communication concept of the brand Bomma

The aim of this thesis is to provide a coherent and effective communication concept for Bomma, a luxury Czech brand. Upon completion, the communication delivers the desired brand archetype to key customer groups. The theoretical part of the thesis provides the fundamental knowledge derived from related, well-established and highly contemporary literature. Due to the nature of the industry and lack of primary data, the qualitative research of in-depth interviews with an international sample of respondents has been carried out in order to acquire necessary information and valuable insights. Based on the research result and the theoretical knowledge provided, the brand archetype of Bomma has been selected, then directly applied to a brand identity prism. This well-structured model will now serve as a fundamental tool for articulating a brand archetype identity, via communication resonating within key customers.