Suchergebnisse

Internationalization and globalization are developing very rapidly and don't pass our country. Lithuanian companies already more than a year are working in the world's biggest – European Union – market. It's not easy for them to compete with the strong European and international companies. Nowadays products and services are not competing, the brands, images and logos are. In consequent of this, the brand management becomes very important. Good brand management helps make strong brands, great customer relationships and increase sales, but it is surprising that many companies still pay little attention to the management of their brands. This graduation paper focuses on brand impact on sales. The object of the research is the brand of the product line. The results of the research show that the major branding decisions – to brand or not to brand; brand sponsor; brand name selection and protection; brand strategy; and brand repositioning – made in series can make the brand great and strong. Reaching to make the product line popular and to increase its sales companies should create brand equity, image, awareness and the customers' benefit. While creating the brand image it is very important to avoid the perception gap, i.e. the difference between identity and image. The brand awareness should be at a high level. The customers should get such a brand benefits: the promise of the producer, that the product is high quality; the brands make it easier to while choosing or finding a product. The customers not always evaluate the brand as a tool to decrease the purchase risk. And they don't always feel like getting the psychological satisfaction. So, the companies should pay more attention to these values. The brand equity created by the image, awareness and the customer benefits warrants the positive brand impact on sales. The bigger brand equity is created, the more it influences sales. If the company makes its brand successful and great in the local market, the brand can hardily compete in the global one.

Internationalization and globalization are developing very rapidly and don't pass our country. Lithuanian companies already more than a year are working in the world's biggest – European Union – market. It's not easy for them to compete with the strong European and international companies. Nowadays products and services are not competing, the brands, images and logos are. In consequent of this, the brand management becomes very important. Good brand management helps make strong brands, great customer relationships and increase sales, but it is surprising that many companies still pay little attention to the management of their brands. This graduation paper focuses on brand impact on sales. The object of the research is the brand of the product line. The results of the research show that the major branding decisions – to brand or not to brand; brand sponsor; brand name selection and protection; brand strategy; and brand repositioning – made in series can make the brand great and strong. Reaching to make the product line popular and to increase its sales companies should create brand equity, image, awareness and the customers' benefit. While creating the brand image it is very important to avoid the perception gap, i.e. the difference between identity and image. The brand awareness should be at a high level. The customers should get such a brand benefits: the promise of the producer, that the product is high quality; the brands make it easier to while choosing or finding a product. The customers not always evaluate the brand as a tool to decrease the purchase risk. And they don't always feel like getting the psychological satisfaction. So, the companies should pay more attention to these values. The brand equity created by the image, awareness and the customer benefits warrants the positive brand impact on sales. The bigger brand equity is created, the more it influences sales. If the company makes its brand successful and great in the local market, the brand can hardily compete in the global one.

Internationalization and globalization are developing very rapidly and don't pass our country. Lithuanian companies already more than a year are working in the world's biggest – European Union – market. It's not easy for them to compete with the strong European and international companies. Nowadays products and services are not competing, the brands, images and logos are. In consequent of this, the brand management becomes very important. Good brand management helps make strong brands, great customer relationships and increase sales, but it is surprising that many companies still pay little attention to the management of their brands. This graduation paper focuses on brand impact on sales. The object of the research is the brand of the product line. The results of the research show that the major branding decisions – to brand or not to brand; brand sponsor; brand name selection and protection; brand strategy; and brand repositioning – made in series can make the brand great and strong. Reaching to make the product line popular and to increase its sales companies should create brand equity, image, awareness and the customers' benefit. While creating the brand image it is very important to avoid the perception gap, i.e. the difference between identity and image. The brand awareness should be at a high level. The customers should get such a brand benefits: the promise of the producer, that the product is high quality; the brands make it easier to while choosing or finding a product. The customers not always evaluate the brand as a tool to decrease the purchase risk. And they don't always feel like getting the psychological satisfaction. So, the companies should pay more attention to these values. The brand equity created by the image, awareness and the customer benefits warrants the positive brand impact on sales. The bigger brand equity is created, the more it influences sales. If the company makes its brand successful and great in the local market, the brand can hardily compete in the global one.