Digital marketing and ways of increasing brand awareness of start-up brands

Artur Tishaev

Bakalářská práce

Abstract:

This bachelor thesis examines how digital marketing contributes to the development of brand awareness and sales performance in start-up brands. The theoretical part outlines the concepts of brand awareness, key digital marketing techniques, and the characteristics of start-up businesses. The practical part focuses on the Czech clothing start-up Simastar and evaluates its current online presence, with particular attention to social media marketing, content marketing, influencer collaborations and email marketing. The analysis is complemented by an interpersonal interview with the founder, providing insights into the effectiveness of the brand’s digital activities and the relationship between online reach and customer purchases. The findings confirm that digital marketing significantly increases visibility and engagement, while sales grow at a slower pace, indicating the need for a more balanced and diversified marketing strategy. Based on the results, the thesis proposes recommendations aimed at improving Simastar’s digital marketing performance and supporting its further development.

Keywords

digital marketing, brand awareness, start-up brands, brand visibility, content marketing, social media marketing, influencer marketing, sales performance, clothing brand

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 2. 12. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 4. 2. 2026
• Vedoucí: Ing. Kristýna Kučírková, MSc
• Oponent: Jared Daniel Jacques

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration