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The main aim of this thesis is to analyze the Czech outdoor footwear market .The thesis is focused on the comparison of the perception of loyalty for Alpina brand and selected competing brands of defined consumers' group buying outdoor footwear. Alpine has shown interest in entering the Czech market with a portfolio of products for tourism, trekking and outdoor. In the theoretical part are mentioned problems of the brand management and possible ways of promoting any brand at the market. The BrandDynamics method is mentioned for brand's loyalty and strength evaluation. The practical part of the work involves Alpina's introduction and its short history. It also contains particular analysis of the Czech market with positions' evaluation and strength of selected brands with consumers. From obtained data are clues for successful implementation of Alpina to Czech Republic worked out.