Prekės ženklo kūrimas teoriniu aspektu

Abstract

The article describes importance of brand and brands values for enterprise activity and discusses major stages of brand creation process. Thus far many of enterprises didn't follow common system in creating their brand, because they didn't realized the importance of brand to their activity. Common brand creating system would help to create powerful brand characterized by appropriate image. Such brand is competitive advantage in local and foreign markets. Up-to-day marketing differently from classic marketing is more orientated to the customer and his/her position about the product and offer to create brand after examination of customer needs and expectations. Creating of product brand is complex process. It must be implemented in appropriate consistency, taking into account all influencing factors.