| Abstract [eng] |
Master's work in the first part deals with the systematic analysis and information enhancing of the trademark value issues. There has been made in summary „The theoretical value of the brand-building model for the buyer“. In the second part of the work it has been done the JSC „Eternit Baltic“ brand value enhancing solutions studio. According to it and a theoretical model it has been carried out an empirical research, which rejected the hypothesis that the JSC „Eternit Baltic“ buyers estimate the brand value of 1, i.e. it perceived benefits of their costs. It has been identified that the JSC „Baltic Eternit“ brand value in terms of customer management is not completely perfect. Total brand value for the buyer equal to the ratio 0.9 (0.1 mismatch benefits and costs). The investigation has been made clear that the choice of the JSC „Baltic Eternit“ brand reputation is the most important (percent 85.7.), but it is rated poorly by customers (60.7 percent). One of the main problems have been approved by customers, it was the product quality issues. Given to this fact, practical solutions primarily have been focused on its improvement. The third part highlights that in order to manage brand value successfully it is recommended to use a specially designed practical model of the JSC „Eternit Baltic“ brand value building of priorities in terms of customers. |
