Brand Equity Evaluation Model (article in Lithuanian)
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Abstract
The globalisation process, growing competition and influence of the internet on everyday business, impacts companies to re-measure their intangible assets, aiming for the most to the brand equity, especially then they operate in the global market. This article analyzes the theoretical brand value measuring models, based on the concept that brand equity includes both financial and emotional (perceived quality) benefits to the consumer. This article aims to assess how the international dimension is reflected in the various models of brand equity, analyze Lithuanian actualities in managing and evaluating brands, also to reveal the problematic points of the theoretical models applied for evaluating global brands. Despite the availability of numerous definitions of brand equity in the literature, there is little consensus on what exactly brand equity means. It is generally described as the company’s set of brand values (brand awareness, image, loyalty and perceived quality), which create added value for the consumers, and defining the obligations associated with the brand.
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Articles
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Authors retain copyright of their work, with first publication rights granted to the Association for Learning Technology.
Authors retain copyright of their work, with first publication rights granted to the Association for Learning Technology.
