| Title |
Interpretation of brand concept and functions: theoretical approach / |
| Translation of Title |
Prekės ženklo sąvokos ir funkcijų interpretavimas:teorinė prieiga. |
| Authors |
Bivainienė, Lina |
| Full Text |
|
| Is Part of |
Socialiniai tyrimai = Social research.. Šiauliai : Šiaulių universiteto leidykla. 2011, Nr. 1, p.5-13.. ISSN 1392-3110 |
| Keywords [eng] |
brand ; competition ; brand functions |
| Abstract [eng] |
The article discusses the concept and functions of a brand. When discussing the brand conception in scholarly literature it is emphasized that brand delivers additional value that distinguishes the offer from the competitors’ offers aimed at satisfying the same need of the consumers. Brand becomes a tool in competitive fight because the aim is long-term loyalty and attachment of customers through individualized needs. Therefore we can distinguish several scientific approaches that reveal the multisidedness of description of contents of both the concept of a brand and functions of a brand. The article presents approaches towards change within the content of the brand conception by distinguishing three main attitudes and discusses the classification of the brand functions. The article deals with the problem question: what are the contents of a brand and its functions? |
| Published |
Šiauliai : Šiaulių universiteto leidykla |
| Type |
Journal article |
| Language |
English |
| Publication date |
2011 |
