Praktinis prekinio ženklo vartojamosios vertės matavimo modelis

Abstract

Brand 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. Today there have been numerous published studies attempting to conceptualize, define and measure the brand equity construct specifically from an individual consumer perspective are called consumer brand equity. If we ask ten people what brand equity is, we could get ten or even more answers. This illustrates the diversity of different authors’ opinions. Therefore there is a need to comprehensively review these existing conceptual and operational definitions. Elaborately, there is a need to gather those studies and analyze them in terms of components, and similarities, and differences among definitions, as well as strong and weak points of existing definitions and measurement models. Consensus on definitions of brand equity and its valuation model should be reached. The article reviews the whole range of operational definitions of consumer brand equity. The main aim of the article is to propose a comprahensive model of consumer brand equity. It is also important to evaluate consumer brand equity in a context of consumer decision making process. This gives us the result of consumer brand equity valuation model relevance to the real life business. 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.