Czech consumers' perception of the BMW car brand

This thesis deals with the perception of the German car brand BMW by Czech consumers. In the first part of this thesis the author deals with the theory. The author conducted a literature search from verified sources to describe the brand theory. There was an approach to what brand means as a concept, what are the essentials of a brand and also approached from a theoretical point of view what brand awareness means. Brand equity, brand positioning and brand management techniques are also mentioned. In the next part of the literature search, the author focused on the consumer. The importance of the brand to the consumer has been described as well as the consumer's behaviour in relation to the brand. The following chapter was the methodology that was used in this thesis. In the next chapter, the author focused on the automotive market in the Czech Republic, where the author analysed it and compared the top selling car brands in the Czech Republic and the European Union. Considering the time when the thesis was written, the effects of the COVID-19 pandemic on the automotive industry were also mentioned. Subsequently, the reasons affecting the demand for cars were also mentioned. In the last part before the practical part of the thesis, the BMW car company was introduced and its history and financial situation will be outlined. The theoretical part is followed by the practical part which is fully devoted to the evaluation of the questionnaire survey. Using the results of this research it could be determined how the BMW brand is perceived by Czech consumers and what are the most important factors when choosing a BMW car. After evaluating all the data, a recommendation on how the BMW brand should be promoted and what group of consumers it should target was determined, which was the aim of the thesis.