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Marketing research of the Mizuno brand value
Hrušková, Karolína ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Marketing research of Mizuno brand value Objectives: The main objective is to determine the value of the Mizuno brand in terms of the perception of Czech customers from the volleyball market. To meet the main goal, it is necessary to find out what consumers have experienced with the brand. Based on the results of the research, measures will be proposed that could lead to an increase in the perceived value of the Mizuno brand on the Czech market. Methods: Marketing research was proven by a quantitative method of electronic surveying. An electronic questionnaire was used to collect data, through which 358 respondents record their answers. The research sample was composed of volleyball equipment users who answered questions related to Aaker's two dimensions of the brand, namely brand knowledge and brand loyalty. Results: Research has generally shown very positive results for the Mizuno brand. It is the most popular and most often associated brand with volleyball. Mizuno has a leading competitive position, which it should constantly protect from brands such as Asics and Nike. Of the two categories examined, the value of the Mizuno brand appears to be a stronger knowledge of the brand, as almost everyone in the volleyball field is aware of it. Brand elements are also well known among respondents,...
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