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Brand building of SKODA AUTO in the specific age categories
 Chmelík, Jan ; Lhotáková, Markéta (advisor) ; Matějovič, Josef (referee)
The aim of this diploma thesis is to analyse the communication of SKODA AUTO focused on children in the age of 3 - 18. In the theoretical part of this thesis, brand itself is defined and in the following parts, also the theoretical background for the children as consumers and what can influence them in different age stages. Moreover, communication channels for the communication with children nowadays are listed. There is also juristical background not only for the Czech Republic but also for the European union. The main task of the practical part is dedicated to the survey and also recommendations of the author for SKODA AUTO for the future.
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