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The goal of this master´s thesis is to analyse the perception of Gambrinus brand on the Czech beer market and on the basis of the analysis to formulate recommendations for the owners of the brand to maximize the brand value and improve the brand perception. The theoretical part of the thesis is to describe the brand in general, the strategic management of the brand and methods of the research. The practical part of the thesis is focused on the description of the Czech beer market with emphasis on Plzeňský Prazdroj group. In the next chapter Gambrinus brand is analysed in terms of values, marketing campaigns and the market position. The last chapter consists of quantitative and qualitative research with a goal of analysing the perception of Gambrinus brand on the Czech market. On the basis of the results of the research, the recommendations for the owners of the brand are made.

The aim of the Master thesis is to analyse the perception of Budweiser Budvar and Pilsner Urquell brand on the Czech beer market. Theoretical part of the thesis deals with the brand and its meaning, its strategic management and the methods that are related to the brand research. In practical part I apply the theoretical knowledge to the Budweiser Budvar and Pilsner Urquell brand and I am coming up with detailed analysis with respect to its values and the current communication campaign. The main part of the work consists of qualitative research, in which I am investigating what attitudes Czech people have to these brands. I am comparing results between both brands. Based on the survey I am suggesting possible recommendations for the future development of Budweiser Budvar and Pilsner Urquell brand on the Czech beer market.

The aim of the Master thesis is to analyse the perception of Budweiser Budvar brand on the Czech beer market. Theoretical part of the thesis deals with the brand in general, its strategic management and the methods that are related to the brand research. In practical part I apply the theoretical knowledge to the Budweiser Budvar brand and I am coming up with thorough analysis with respect to its values and the current communication campaign. The main part of the work consists of qualitative research, in which I am investigating what attitudes Czech people have to this brand. I am comparing overall results with results in Budweiser Budvar target group as well as the results in the region of South Bohemia. Based on the survey I am suggesting possible recommendations for the future development of Budweiser Budvar brand on the Czech beer market.