| Abstract [eng] |
In the context of globalization, nations face challenges in preserving their national identity. While early globalization theories emphasized economic and technological aspects, recent studies explore its impact on culture, traditions, and identity. The diminishing connection between individuals and their cultural heritage has highlighted the need to consider heritage as a cultural, economic, and political resource. Lithuanian traditional craft products, a significant cultural asset, have the potential to address identity-related issues while fostering economic benefits through their integration into modern branding practices. This thesis explores the understudied and intricate challenge of developing a modern brand tailored to traditional craft products, addressing a notable gap in existing academic literature. The core focus of the research lies in the conceptualization and refinement of the branding process for these culturally significant products. With the overarching aim of presenting an empirically validated model for the creation of such a brand, the study embarks on a comprehensive journey: first, by elucidating the defining characteristics of Lithuanian traditional craft products. Second, by systematically synthesizing the theoretical foundations of modern branding. Third, by constructing a modern theoretical model specific to the branding of traditional crafts. Finally, by conducting empirical research to test and refine this proposed model. Through its methodical approach, the research aspires to bridge the theoretical and practical dimensions of branding, providing valuable insights into the sustainable integration of traditional crafts into contemporary markets. Scientific Problem: How to create a modern brand for traditional craft products? Object of the Study: The creation of a modern brand for traditional craft products. Aim of the Study: To propose an empirically validated model for the process of creating a modern brand for traditional craft product. Objectives of the Study: 1. To define the characteristics of traditional craft products at a theoretical level; 2. To systematize the theoretical aspects of modern branding and its development process; 3. To present a theoretical model for branding traditional craft products as modern brands; 4. To conduct empirical research to refine the model for creating a modern brand for traditional craft products. Methods: To achieve the research objective, the study employs scientific literature from Lithuanian and international authors, as well as other sources that enrich the research with valid and factual insights, conducting comparative document analyses. The study also includes an empirical component, consisting of quantitative research methods: surveys and media content analysis. The study consists of an introduction, theoretical and empirical sections, conclusions, and recommendations, as well as a bibliography. The research comprises 76 pages, 7 tables, 21 figures, and 13 appendices. A total of 144 sources were utilized. |
