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National Repository of Grey Literature

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Brand image and identity of Mercedes-Benz Václavík, Lukáš ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee) The thesis is focused on a brand perception of Mercedes-Benz in the Czech market. The theoretical part describes the terminology related to the concept of brand image and identity. The practical part includes an analysis of data obtained from MML-TGI and from own research, which seeks to reveal the identity or inaccuracies in the perception of image and brand identity. Displays the actual image of Mercedes-Benz and also determines whether there is a refutation of prejudices about the brand Mercedes-Benz that exist in the Czech Republic. Detailed record

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