Santrauka:
Teorinėje dalyje aptariama prekės ženklo samprata, taip pat vertės samprata ir jos kūrimas. Analizuojamos vertės sudedamosios: žinomumas, lojalumas, suvokiama kokybė, asociacijos. Taip pat išskiriamos komunikacijos priemonėmis, kurių pagalba galima didinti prekės ženklo vertę. Praktinėje dalyje pateikiama prekės ženklo situacijos analizė ir tyrimo rezultatai. Projektinėje dalyje pateikiami tyrimo metu nustatyti sprendimai prekės ženklo vertei didinti.
Description:
During the work it was found that loyalty, awareness, association and perceived quality are the components of value. It has been discovered that the value of the brand can be increased by means of marketing communication tools. In the analytical part it is found that the main problem of the „Hesburger” restaurant network is high competitiveness and decreasing brand value. During the marketing research, respondents noted that the most memorable and acceptable means of communication is online advertising and outdoor advertising. This type of advertising quickly affects potential users and leads to the desired response to the advertised service, thus enhancing the brand's image, awareness or loyalty.
