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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Brand Building of IKEA in the Central European Region
 Dumbrovská, Hana ; Halík, Jaroslav (advisor) ; Ouvínová, Tereza (referee)
The bachelor thesis is focused on marketing communication used by IKEA in order to develop successful brand building on the furniture market in the countries of the Central European Region. Therefore, the thesis describes methods and instruments theoretically and practically applied by IKEA. Moreover, the thesis comprises a research on brand image carried out by the author as well as resulting implications. The analysis concludes with a comparison of typical IKEA customer in the Czech Republic, Slovakia and Hungary.
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