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MINI Brand and its Rebranding on the Czech Market
 Laškodyová, Ivana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis is focused on analyzing MINI brand on the Czech market, consumer brand awareness, historical development of the brand and current local marketing strategy and marketing communication. The thesis also includes the definition of the target group, main competitors and brand values. The aim of the thesis is to analyze changes which led to the processes of rebranding in the last years. The theoretical part describes MINI brand, its position on the Czech market and globally controlled rebranding. Based on the theoretical part the study of perception of the brand in the Czech Republic was carried out, with the emphasis on the changes, which the brand has been going through. Based on the collected information the appropriate recommendations were proposed. The conclusion contains suggested improvements for the future prosperity of the brand.
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