Communication strategy of the LEGO® brand in the Czech market with a focus on parents

Toys are essential for children's development as they promote not only their creativity and social skills but also their cognitive abilities. The thesis focuses on the communication strategy of the LEGO® company in the Czech market, with the main emphasis on the perception of this brand by Czech parents. The thesis aimed to find out how parents perceive the LEGO® brand, what their expectations are from its communication, and based on the findings, to formulate recommendations for optimizing the communication strategy. The thesis was structured into four main chapters, which successively covered the theory of brand management, analysis of communication strategy in the toy segment, market overview, and research methodology, together with a presentation of the results. The research combined quantitative and qualitative methods, including online questionnaires and in-depth interviews with parents. The results showed that the LEGO® brand is perceived positively, with parents appreciating the quality, creativity, and educational value of the toys. It was recommended that LEGO® intensify the personalization of communication and develop both online and offline channels to better respond to the cultural specificities and changing needs of Czech customers.