Digital Marketing and Ways of Increasing Brand Awareness Online: Case Study of Pandora

Aruzhan Shintassova

Bakalářská práce

Abstract:

This bachelor thesis examines the implementation of digital marketing in Pandora, a Danish jewelry company, and its impact on brand awareness, recognition, and market capitalization. Employing a mixed-method research design, the study highlights Pandora’s achievements in leveraging digital marketing to enhance storytelling and foster positive customer associations. However, significant gaps remain in the company’s global strategy, notably its limited focus on developing markets, which represent untapped growth potential. Despite annual revenue growth, Pandora faced consistent net losses between 2009 and 2024, raising concerns about the sustainability of its business model. The thesis underscores the challenges posed by the jewelry industry’s reliance on physical product inspection, which limits the effectiveness of e-commerce. The COVID-19 pandemic exacerbated these challenges, intensifying financial losses. Recommendations include reevaluating Pandora’s business model, diversifying product offerings, and revisiting this analysis in the future to assess the company’s progress and adaptability.

Keywords

Jewelry industry, Customers, Brand awareness, Competition, Business environment, Margin, Profit, Brand name, Pandora

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 15. 3. 2026

Obhajoba závěrečné práce

• Vedoucí: Ing. Kristýna Kučírková, MSc

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration