Markės svarba formuojant prekės įvaizdį
THE IMPORTANCE OF BRAND IN THE PRODUCT IMAGE FORMATION
Author(s): Jūratė Maščinskienė, Rita KuvykaitėSubject(s): Economy
Published by: Vytauto Didžiojo Universitetas
Keywords: prekės markė; markės identiškumas; markės įvaizdis; prekės markės įvaizdžio formavimas. product brand; brand identity; brand image; brand image formation.
Summary/Abstract: The paper discusses the importance of brand and its image for customers and the enterprise activity as well as points out the main stages of the brand image formation process. It is emphasized that while creating the brand image, it is necessary to find out the customers’ needs and expectations, their evaluations, brand associations, perceptible quality and to create a brand that would form the positive image in the customer’s consciousness.
Journal: Organizacijų vadyba: sisteminiai tyrimai
- Issue Year: 2004
- Issue No: 30
- Page Range: 123-136
- Page Count: 14
- Language: Lithuanian