The Impact of the Covid 19 Pandemic on Maybelline New York’s Brand Strategy in the Czech Market

The diploma thesis deals with the brand strategy of the company Maybelline New York on the Czech market and the impact of the pandemic caused by the Corona virus on this brand strategy. The main goals of this work are to describe the brand strategy of the company Maybelline New York and to find out what impact the corona virus pandemic had on this brand strategy since 2020. The secondary goals are to compare the brand strategy of Maybelline New York on the Czech market with the American market where the brand originated and to find out whether or not the newly proposed strategy for the chosen communication tool for promoting the brand would be acceptable for 2020. All goals are fulfilled in the practical part of the work, which tries to be based on the theoretical part of the work focused on, for example, the brand as such, its purpose, existing brand strategies or the brand positioning. In order to fulfil one of the main goals, in addition to the description of the brand strategy of the selected company, the conclusion from the selected marketing research is described in the practical part - in the form of a questionnaire survey in which a certain change was proposed regarding one communication tool within the brand strategy of Maybelline New York during 2020 - in the period of the beginning of Corona virus crisis. The conclusion of the questionnaire survey should show that the proposed change in the selected communication tool would have a positive impact on Maybelline New York's brand strategy on the Czech market in 2020.