Prekės ženklo kaip nematerialaus turto vertinimas

Prekės ženklo kaip nematerialaus turto vertinimas

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The orgin of brand value creation is consumer attitudes towards the brand, and the result of owning powerfull brand is the increased shareholders value. In vast majority of cases these two aspects are analysed sepatately, however, we see a need of looking at that as undivided. This is due to the fac...

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Bibliographic Details
Main Author: Gudačiauskas, Darius
Other Authors: Baršauskas, Petras
Format: Doctoral Thesis
Language:English
Published: Lithuanian Academic Libraries Network (LABT) 2005
Subjects:
Economics
Prekės ženklas
Vertinimas
Valuation
Brand
Brand equity
Online Access:http://vddb.library.lt/fedora/get/LT-eLABa-0001:E.02~2005~D_20050301_125437-36976/DS.005.1.01.ETD
Description
Summary:The orgin of brand value creation is consumer attitudes towards the brand, and the result of owning powerfull brand is the increased shareholders value. In vast majority of cases these two aspects are analysed sepatately, however, we see a need of looking at that as undivided. This is due to the fact that brand value does not depend only on the consumer’s behaviour. It has much to do with a market situation and the owners’ behaviour, therefore, it is crucial to conceptualize brand value creation process and develop adequate quantitative methods of measuring brand value.

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