• Business
  • Published 2008

The importance of a brand name and its value creation possibilities

@inproceedings{Vanagien2008TheIO,
  title={The importance of a brand name and its value creation possibilities},
  author={Vitalija Vanagienė and Jadvyga Ramanauskienė},
  year={2008}
}
Cutthroat competition and changes in consumers’ needs bring new challenges to businesses. Companies seeking better results than their competitors in a market economy have to create and continually increase the value of their brand names in order to gain a competitive advantage. This article presents results of research on increasing the value of a brand name. The authors’ main consideration is determining the main elements constituting the value of a brand, as well as formulating a brand… CONTINUE READING