| Abstract [eng] |
SUMMARY Specific features of Lithuanian brand in world context Tendencies of brand creation are one of the main actualities of contemporary perspective business actualities. During a few last years creation of the brand strategy and its implementation became an innovation for growing number of Lithuanian companies and one of the main condition for their success. In the debates of brand strategy expediency this master thesis takes a clear position and formulates the hypothesis of this paper – long term cosistent strategy of the brand is the main trump in competition of any category of Lithuanian business. Having in mind that consistent brand strategy is an innovation of contemporaqry Lithuanian business, hypothesis states itself the actuality of the theme, discussed in the paper, for contemporary Lithuanian business, while the controversy in debates is formulating problematics of it. The object of master thesis is qualities of Lithuanian brands as a creation of business perspectives in the market in a world context. Aims of the paper are to analyze Lithuanian brands creation tendencies, qualities, importance for the company and for the future business perspectives; drawing a line of brand strategies and tendencies in a context of Lithuanian and world market to formulate arguments based on concrete examples in order to prove hypothesis of the paper. In order to achieve aims, such tasks are specified: to carry out internal (a brand in a company) and external (brand in the market) analysis in a context of experience of European and USA markets; to formulate models of Lithuanian brands strategy creation qualities and tendencies, to analyze how do they work in practice; using cases studies of world experience tendencies to evaluate causes of successful or unsuccessful Lithuanian brand strategies and formulate argumented prognosis; to use conclusions for basing the hypothesis. By methods of review and hypothesis and comparative analysis it is stated that long term and consistent strategy of brand is the main trump in competition in any category of Lithuanian business. In Lithuania consistent strategy of brand is understood as an indicator of companys progress, that shows a fact that business progress has reached a certain level in market competition when a mistake in strategy is strongly influencing a further position of the company in the market. So consistent and systematic strategy of the brand in a certain period of business progress is becoming extremely important condition for a further competition. Until the point of business progress is reached when consistent strategy is becoming a must, brand is being created pretty chaotically orienting to short term aims lacking wholesome strategy. While much bigger and much more intense competition in developed Western markets is forming contrary results. This masther thesis can be useful for marketing and advertising specialists and fof the lecturers and students of these fields. |
