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Communication Strategy of Reebok from 2016 to Present
 Pitterlingová, Tereza ; Halada, Jan (advisor) ; Báča, Ladislav (referee)
The aim of the bachelor thesis is to analyse communication strategy of Reebok in the Czech Republic between 2016 and 2018. The theoretical part includes definition of marketing communication and single tools of communication mix. In the practical part, I briefly focus on the history and development of Reebok brand and its position in the Czech market. I introduce some sports that Reebok brand focuses on. Then, I describe the grassroots of the Reebok global communication strategy and subsequently I analyse the concrete parts of the communication mix in the Czech Republic via descriptive method combined with information obtained from the interviews. Finally, I evaluate the present communication strategy of Reebok brand on the Czech market and propose some steps that could possibly lead to more effective communication of the brand.
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