ARTmanija studijos prekės ženklo žinomumo tyrimas

LTStraipsnyje analizuojami įvairių autorių prekės ženklo žinomumo teoriniai aspektai. Pateikiama prekės ženklo samprata bei prekės ženklo žinomumo kriterijai, kuriais vadovaujantis nustatomas įmonės prekės žinomumo lygis. Kiekvienai įmonei, norint pasiekti aukštą prekės ženklo žinomumą bei gerus rezultatus, yra labai svarbu kurti artimą tarpusavio ryšį su vartotoju ir pasirinkti tinkamą prekės ženklo strategiją, kuri atitiktų tam tikrus vartotojo lūkesčius. Taigi, kaip vartotojas turi nuspręsti iš kur jam įsigyti prekių ir kaip įmonei išsaugoti savo esamus ir prisitraukti naujus klientus? Straipsnyje analizuojami ARTmanija studijos prekės ženklo žinomumo tyrimo rezultatai. Tyrimo metu buvo siekiama išsiaiškinti, kokią įtaką prekės ženklo žinomumas turi ARTmanija studijos prekės ženklui. Pagrindiniai žodžiai: prekės ženklas, prekės ženklo žinomumas, prekės ženklo įvaizdis, prekės ženklo vertė, vartotojų lojalumas.

ENResearch problem. The ARTmanija Studio brand is not known and recognized by all consumers. The main problem facing this study is the high competition in the handicraft market. In order to stand out from the competition and be superior, it is very important for ARTmanija Studios to have a high level of brand awareness. Research aim – investigate the brand awareness of the ARTmanija Studio. Research methods. In this final work, an empirical quantitative study was conducted in order to analyze the brand awareness of the ARTmanija Study. The research tool is an online questionnaire consisting of 25 questions. 121 respondents answered the research questionnaire. The obtained data was analyzed using the Microsoft Excel program. The data was described, analyzed, tabulated and the results of the study were summarized. Key results and conclusions. An empirical study of “ARTmanija Studio” brand awareness revealed that about half of the surveyed respondents already knew and recognized this brand. Most of these users learned about the studio brand through social networks such as Facebook and Instagram. Consumers were satisfied with their purchases of “ARTmanija Studio” goods and had no complaints. We can assume that most of the respondents last bought handmade goods in this studio and their best-selling goods in this store are home decorations and postcards / envelopes. The study also found that “ARTmanija Studio“ should pay more attention to its social networks, and especially their Instagram profile. When asked what this brand name is associated with by them, they provided answers such as art, handicrafts, beauty, drawings, drawing, works of art, quality, paintings, originality. We can say that these associations of the respondents, perfectly reflect the activities of the studio and the name of the brand “ARTmanija Studio” is chosen appropriately.After the research, we can state that the consumers of the studio brand have a positive response to this study, but it is worth mentioning that this brand should pay more attention to improving the awareness of their brand. Keywords: brand, brand awareness, brand image, brand value, consumer loyalty.