Abstract:

The aim of this article is to present the level of brand awareness of Czech respondents divided into three clusters. Results of primary research on brand recall are introduced. The research was conducted in the Czech Republic in 2015. The research sample consisted of 1182 respondents who were asked to name Czech brands spontaneously without any aid. The outcomes presented in this article show the top ten recalled Czech brands in the context of the three consumer clusters. The most frequently recalled brands belong to the food and beverage sector. Despite the fact that Czech consumers tend to buy Czech products because they wish to support their domestic economy and many of them also have patriotic motives, companies have to be watchful as consumers’ opinions can change rapidly in the world full of competing firms. Therefore the obtained research results can help marketers to raise consumers’ brand awareness.