Abstract:
Brand Management is a very important from the perspective of businesses because
it helps businesses communicate with the target market. Brand management consists
of tangible elements (product, design, packaging etc.) and intangible elements (customer
experience and relationship with the brand). The Czech Railways company use brand
management for specific long-distance train lines like for example “Metropolitan”, “Západní
expres”, “Slovácký expres” or “Jižní expres”. The aim of the article is to analyse the use
of Brand Management for long-distance train lines of Czech Railways and evaluate
customer survey results.
