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Evaluation of the re-branding within the selected company
 Sutulova, Alina ; Chocholoušek, Michal (advisor) ; Pilař, Ladislav (referee)
This Bachelor Thesis examines the problems encountered when modern corporations enter new markets and and shift strategies from domestic to global. Analysis is being made with regards to the conditions and behavior encountered. It also examines consumers reactions to changes in product name's as branding for the new markets occurs. It also discusses appropriate pathways, setting of new goals and tasks, and their practical application. The theoretical discusses defines basic terms, topical coverage of development history and formation of said markets, and new marketing strategies performed by the companies. The practical part is devoted analysing the process of brands' rebranding of the selected company and customer response based on said product changes. The results will be analyzed and assembled to detect the main root of change in product name, renewals of antiquated packaging, branding strategies during initial release of the products to the foreign market, as well as changes in consumer habits and their ability to cope with new brand identity.
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