Perception of the Prague University of Economics and Business (VŠE) brand among applicants and students

This thesis aims to find out how the Prague University of Economics and Business is perceived by applicants and students and then to propose recommendations for the VŠE in the area of brand management and communication. The theoretical part is devoted to explaining the function and value of the brand, brand awareness, brand identity and brand image. Furthermore, brand positioning, points of parity and points of difference, brand management and specifics of brand management of universities are explained and the perception map is described. The second chapter focuses specifically on the Prague University of Economics and Business. It presents the vision and mission of the university as well as the identity of the Prague University of Economics and Business. The third chapter briefly describes the market of universities in the Czech Republic and therefore the potential competition of the VŠE. Chapter Four describes the research process from the preparation to the implementation phase. It defines the research questions, research hypotheses, research design, sample size, data collection method, and sample structure and also shows the timeline of the research process. One of the most important chapters is Chapter Five, which summarizes the findings of the research investigation. Chapter Six formulates the recommendations for the Prague University of Economics and Business that have been suggested based on the research conducted.