Prekinio ženklo vartotojiškos vertės sudedamųjų tyrimas

ENBrand is the biggest company asset. This approach now is used by many multinational companies and illustrates the way in which they treat brands. Branding hit the headlines in 1988, which The Economist called „The year of the brand“, and it stayed there ever since. The phenomenon of branding lay in the changing market place. The world has become more homogenous in cultural terms as communications technology develops. In our days growth markets arc increasingly scarce and consumers, more discriminating and faced greater choice. This gives the consumer a balance of choice. Today investment alone is not enough; returns can be made only if the consumers decide to buy, and buy again, from the choices on offer. This is where consumer brand equity comes in to the power as a main tool for long term sustainable products sales growth.The atricle reviews a whole range of conceptual definitions of consumer brand equity. Notably, they are all academically-based work. The construct of consumer brand equity might conceptually be observed as composed of different dimentions (quantitative and qualitative), different components (attributed vs. nonattribute-based), and different involvement situations (high vs. low). However, what might be called tentative conclusions among existing work on consumer brand equity is in the following. First, the construct mostly represents the qualitative dimension, or in other words emotional side of the branding. Second, that dimension refers to nonatribute-based components of brand equity. Therefore, when empirically studed, the measures will based mainly on those altitudinal components. We think that by treating brand equity as an independent variable, we can better understand how to utilise brand equity and its effect on consumers behavior and also how to measure financial value of the brands. Finally, applying the proposed consumer brand equity model should assure that a specific brand that consumer knows and prefers should be the brand that he or she finally chooses for the long term relationship. In other words, the brand has equity.