| Abstract [eng] |
The object of this work – public relations practice opportunities in brand communication. Aim of this work – to analyze public relations practice in brand communication. The fundamental objectives are to identify brand and public relations, their elements and peculiarities; to analyze public relations practice opportunities and impacts in brand communication process; to analyze public relations practice in Lithuania’s brands communication. Using survey of analytical-theoretical method, there was come to a conclusion, that the most effective public relations practice exist in brand establishing and in introducing stage. Brand is the product or services with added values, which is created through marketing communication elements and exist only in consumers mind. Strong brands are created using special laws, which determines that: one brand could be connected only with one product or service; brand communication should be a consistent process; public relations should be used in brand introducing to the market stage while for the brand maintenance it is effective to use advertising; every brand should be associated with one main word. Organization should plan brand communication, its process and tools in advance. The main tools of brand communication are elements of marketing communication. The particularity of brand, the stage of its life cycle and stakeholders influences decision which components will be used in brand communication. Brand identity should be used properly. When brand identity is created in the right way, it supplies for the brand awareness. Public relations are used for the establishing of mutual understanding between organization and its audiences. They also used to communicate organization’s positions and aims simultaneously identifying the needs, behavior and reactions of main publics. Public relation tools assist in brand and its characteristics communication; in creation of its acceptance; in long term communication development. Every brand has its own story. Brand narrative helps to communicate brand via public relations clearly and logically. Once designed in appropriate way narrative helps to identify who the organization is, what it does and what it says. Well organized story helps to do public relations effectively. This master work could be useful to those who is concerned in the creation of brand and public relations potentiality in brand communication. |
