| Abstract [eng] |
To achieve the aim of the final work of master’s studies – establish brand image and consumer values interfaces – in the theoretical part there are made the brand concept system analysis, analyzing brand image position within the concept of value, presented consumer values types and classification. During the interview data analysis reveals consumers value orientations and their different approaches to brand image through associations and brand personality characteristics. Designed brand image and consumer values interface model. Using it, organizations will be able to emphasize the particular characteristics of the brand, which is easier to communicate with potential customers according their value base. |
