Building positive brand image in tobacco industry

This bachelor thesis aims to find out how to successfully bring a positive brand image and to identify the main factors affecting the perceptions of consumer opinion and attitudes towards tobacco brands. Therefore, as the methodology, qualitative research will be used. It includes data from the in-depth interviews with Czech daily smokers and the interviews with the tobacco marketing experts. The tobacco industry has been selected for the reason of a challenging environment for the marketing opportunities since there are many limitations and bans compared to other businesses. Nevertheless, it remains as one of the biggest industries. Overall, the results show several elements such as transparency of the companies’ activities, mixing the available marketing tools, and using the CSR and sponsored programs that could be used for a positive brand image.