Prekės ženklo „Finansų Architektai“ žinomumo didinimas marketingo priemonėmis

Vitkauskas, Gytis

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Prekės ženklo „Finansų Architektai“ žinomumo didinimas marketingo priemonėmis

Vitkauskas, Gytis

URI: http://dspace.kaunokolegija.lt//handle/123456789/652

Data: 2018-07

Santrauka:

Baigiamojo darbo pirmoje teorinėje dalyje yra supažindinama su marketingo ir prekės ženklo sampratomis, analizuojamos marketingo priemonės, įtakojančios prekės ženklo žinomumo didinimui. Antroje baigiamojo darbo dalyje analizuojama prekės ženklo situacijos analizė. Trečioje projektinėje baigiamojo darbo dalyje pateikiami marketingo priemonių projektai prekės ženklo žinomumui didinti.

Description:

Gytis Vitkauskas. Increasing the Awareness of the Finansų Architektai Brand by Using Marketing Tools. Supervisor Lecturer Vilma Pauparienė. Kauno Kolegija/ University of Applied Sciences, Faculty of Management and Economics, Department of Business Management. The selected trademark provides financial advice that is focused on life insurance, private pension accumulation issues. In these times of globalization, people are increasingly focusing on creating a safer future for themselves and their families. However, a person is not tending to entrust financial services to his financial future, as there is a lack of information of this kind in the society. Trademark "Financial Architects" is not well-known in the society and does not create confidence for new potential customers. Therefore, it is difficult to attract new customers for this brand through participation in the financial literacy community. For this reason, it is must to raise the profile and awareness of "Financial Architects". The main problem. The high degree of competitiveness between the various financial advisory brands brings them a search for exclusivity in order to attract a larger market share. Increasing the reputation of the brand "Financial Architects" will result in a larger share of consumers. The aim. Provide awareness raising solutions based on marketing tools. Methods of work. Scientific literature analysis, comparative analysis, quantitative research. Thesis structure: The first theoretical part introduces marketing and brand concepts, analyzes marketing tools that influence brand awareness. The second part of the thesis analyses the analysis of the brand situation. In the third and final part of the project, includes marketing measures to enhance brand awareness. The results. In order to achieve greater awareness of the brand "Financial Architects", it is imperative to increase investments in the use of the online environment for advertising purposes, as well as equalize with the main and competitors and to increase the brand development in Lithuania. Short Suggestions/recommendations. 1. Improvement of the online activities of the brand "Financial Architects", using news sites and social media advertising tools. 2. Increasing knowledge and development by supporting the Jonava City Basketball Amateur League. The work consists of: 61 pages, 13 tables, 21 pictures, 31 literature and information sources, 1 appendix.

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