The bachelor’s thesis “The Importance of Brand for Construction Companies”
focuses on the topic of brand building within the environment of construction
companies. The aim of the thesis is to analyse the current perception of brand from
the perspective of construction companies and to assess the benefits of investments
in brand building and marketing activities within the construction industry sector.
The thesis applies a segmentation of companies based on their size and level of
marketing engagement. Through interviews, research was conducted to examine
how selected construction companies perceive the concept of brand, whether and
how they actively work with it, and to identify the reasons why companies engage in
brand building and marketing activities. The research findings reveal differences in
the perception of brand and the management of marketing activities depending on
the size of construction companies. The thesis also identifies factors that motivate
construction companies to invest in brand building and marketing activities. The
results of the research provide a comparison of different approaches to brand
building among construction companies and offer insight into the importance and
benefits of branding investments, particularly for smaller companies.