Economic evaluation of Visegrad brand

Tamás Ivan

Master's thesis

Abstract:

Due to Globalization the number of multinational companies and supermarkets have increased in the world as well as in Central Europe. It is a very successful and useful step which facilitates the life of everyday people. The consumers can buy any product they want at cheaper price than ever. The companies would do everything to satisfy and keep their consumers. It is clear that the owner of benefits from this situation is the consumer. Unfortunately as everything, this situation has a negative side too. The decreasing number of domestic goods and producers is one of the negative consequences. The main goal of the thesis is to explain why the creation of Visegrad brand is an important step in alliance of V4 countries (CZ, SVK, HUN, PLN). Furthermore it shows how the brand would help to domestic producers and what impacts would it has. To get a real picture and useful result firstly it is necessary to get a clear picture about the Visegrad alliance, specifically how is the member states economy and agriculture operating, concretize the exports and imports of these countries, identify the main export and import partners of V4 countries, analyse how the domestic trademarks of these countries are functioning and how does their structure look like. Finally the thesis determines the deficiencies of the above mentioned areas. Necessary part of this research is also construction and processing of questionnaire where both consumers and producers are surveyed in order to understand better the significance of this branding strategy. Based on the results a regression analyses will be made. With the help of the results of the above mentioned areas the paper shows a complete operational structure of the brand and justifies why the creation of Visegrad brand is important and necessary in V4 alliance.

Keywords

Visegrad, agriculture, economy, brand, product

Language used: English

Date on which the thesis was submitted / produced: 21. 3. 2016

Thesis defence

• Supervisor: Ing. Petr Procházka, MSc Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management