Vztah sponzoringu a image značky Škoda Auto a jeho návratnost investic

This thesis focuses on the relationship of sponsorship and brand image. It describes the sponsorship of sports events, which may inherently contribute to the building of a positive brand image. The work in its theoretical part deals with the description and definition of theoretical knowledge, which is essential for a proper understanding of the issue. This writ-ten work explores the relationship between the marketing activities of the selected entity and its influence on the brand perception.