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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
The perception of the brand Radegast on the Czech beer market
 Volný, Jan ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The goal of this masters thesis is to design a set of recommendations for owners of the brand Radegast in the field of improving a brand perception, increasing awareness and maximization of brand value, which will be achieved by analyzing the brand and conducting own quantitative research. The first chapter aims to define the brand itself as well as its strategic management. In the second chapter, specifically the brand Radegast is analyzed, including its history, marketing programs as well as the ownership by Plzeňsky Prazdroj and SABMiller. The final chapter contains my own research of perception of Radegast on the Czech beer market together with recommendations for the brand owners.
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