| Abstract [eng] |
The Master's thesis analyzes the topic of the image and awareness of the \"House\" brand label. The theoretical part analyzes the brand itself, awareness and image concepts of the brand recognition and its substantiation possibilities, as well as the relationship of senses with the brand awareness and its image. The main focus on the brand recognition measurement is through the recognition and remembrance of it, as well as through measurement of associations based on the five human senses. An empirical research was undertaken in order to determine the \"House\" brand's image and awareness. The main empirical source of information was the \"House\" shop customers. The interview survey involved 25 \"House\" stores visitors, and there were two group discussions with the attendance of twelve participants. The interview was conducted on the 17th December, 2016, and the group discussions were held on the 6th January, 2017. During the process of the evaluation of the brand image, a semi-standardized interview method was used. Questions were formulated in accordance with the five human senses - sight, smell, hearing, taste and touch. When measuring the brand awareness, a group discussion method was adapted. During said group discussions, tasks on the basis of recognition and remembrance of the brand were put into practice. The participants were shown parts of the trademark logo, following with revealing the full picture of the brand. Using this method, the main intent was to find out how well the \"House\" brand is remembered and recognized. Thesis results and conclusions. Upon the examination of the brand label \"House\" image in accordance with the five human senses, it was found that in the minds of customers - the brand presents positive associations. The brand is associated with comfort, warmth, strength and peace of mind. It is also directly related to clothing, youth and leisure. Speaking of negative association - it sometimes is related to sharpness and a tasteless dish. It can be presumed that the customers are afraid to be deceived in a shop and they do not hold clear associations with the brand. During the research on the brand \"House\" recognition, it was found that people better remember the brand when they see the name of it, other than by remembering it by free will from one's memory without any hints. The research has also revealed that the brand is hardly recognizable only from a part of the logo. People tend to better recognize the brand when they see the whole picture of it. Moreover, the brand from its part is only recognized by the people who are already well aware of it and do know how the brand label looks like. |
