| Abstract [eng] |
The creation of a brand in the rapidly changing electronic market today is a greatly relevant topic. First of all, that the leading brand is one of the most powerful tools providing a business company with a competitive advantage. Moreover, apace growing electronic market brings a great number of new challenges and attractive opportunities for creating new brands. The aim of this master thesis is to analyze the theoretic aspects regarding both brand’s creation and adaptation in the electronic market and suggest an appropriate model of the leading brand’s creation in the electronic market as well provide the empirical examination of the suggested model. The paper compounds of introduction, three chapters and conclusions. The first chapter of the master thesis is dedicated to describe the brand conception, its leadership and brand’s creation models. It draws attention, that aiming to create a leading brand it is important to eliminate the principles of classical brand management, which focuses mainly on the short-term goals. In order to create a leading brand culture the company should follow long-term interests. The second chapter of the article deals with the issues of brand’s adaptation in the electronic market. It is known, that website is the main vehicle building brand in this market. Also there were suggested six groups of criterion that help create the brand on website. While the third chapter of the paper presents a market research which was conducted to examine the theoretical model of the leading brand creation in the electronic market. On the ground of SEB Bankas sample, it was analyzed the brand creation process and the main phases of it. Furthermore, the survey also took a closer look at the customers’ attitude to criterion of website. Master thesis consists of 65 pages. It also contains 23 pictures and 11 tables to give the text a better transparency. In writing there were used 44 literature resources in English, Lithuanian, German and Russian languages. |
