Brand building strategy proposal

This thesis focuses on designing a brand-building strategy for Diamond Hut, a company operating in the luxury jewelry market. The proposed strategy includes the definition of brand identity with both its visual and content elements, a positioning proposal including the identification of the target group, and also outlines the communication, distribution, and pricing strategies. The theoretical part of the thesis addresses key concepts related to branding, brand development, and management, with a special emphasis on the specifics of the luxury market. It also examines consumer behavior in the luxury jewelry segment and the factors that influence purchasing decisions. The practical part is based on a combination of secondary data and original quantitative and qualitative research. A questionnaire survey investigates consumer behavior when selecting jewelry, awareness and preferences regarding natural and lab-grown diamonds, and the perceived value of a brand in the context of luxury goods. The research results serve as a foundation for the proposed strategy, which reflects the needs of the target group and the current market conditions.