| Abstract [eng] |
Today there is already no doubt about the value a brand provides to a company. Problem arises that the principles of measuring value vary greatly between different groups of professionals involved with brand equity. There is a big difference between the different theories that do not help to move towards a uniform application of the principles of evaluations. The aim of this work is to calculate the brand equity value of Auga Group, JSC end-user products based on a review of the literature and an empirical study. To achieve this goal, the following tasks were set: 1) To analyze the characteristics of a brand as an intangible asset of a company and to answer why it is necessary to know its value; 2) to review the academic literature discussing the aspects of brand value measurement, to identify their main differences and gaps, to evaluate the global and Lithuanian accounting standards methodology; 3) to evaluate factors that are not mentioned in the scientific literature, but which are especially important today, when discussing brand value growth; 4) to form the research methodology of the factors determining the value of the brand; 5) based on the literature review and the chosen methodology, measure the value of the brand and provide conclusions and recommendations. An analysis of the scientific and subject literature shows that there are several approaches to brand equity valuation. Subjectivity and financial evaluation of user preferences are identified as key variables. In addition to the company’s analysis and evaluation of financial data, a quantitative study was conducted to prepare this work, proposing a solution to how consumer attitudes can be calculated and help in brand equity valuation. The results were calculated in three scenarios - optimistic, realistic and pessimistic, thus giving the company the tool to be able to make strategic decisions based on achievable results. |
