Prekės ženklo vertės poveikio ekonominei pridėtinei vertei nustatymo modelis

Abstract

Modern economy is being continuously impacted not only by the global changes, but also by the competitive environment that are altering the nature of corporate property and the origin of the factors creating value added. In terms of intangible assets, brands are reflecting consumer expectations and impact the content and specifics of a company’s creation of value added, that is complicated the brand and the company's value creation versatility, measurement unit, other quantitative or qualitative measure of complexity. The aim of the dissertation – on the basis of a theoretical analysis carried out on the impact of the brand on a company’s value added, to develop a model aimed at determining the impact of the brand on its company’s economic value added and verify it empirically. The construction of a theoretical model and similar empirical studies has shown that the company's brand exposure to economic value added analysis studied in a fragmentary way. Composed brand value impact on company‘s economic added determination model includes brand value and economic value added indicators affecting Identification; numerical values of parameters of the grant; the brand value of the company's impact on the economic value added indicators bundling. The proposed research methodology is based on qualitative (expert evaluation and multiple assessment (COPRAS) methods) and quantitative (questionnaire surveys, sectorial, financial and statistical analysis company) a combination of research methods. The application of proposed brand value impact on economic value added determination model can be seen in various types of business investment projects; can be used as a tool for providing strategic branding and development solutions and efficient business management decision-making and evaluation in order to provide added value creation in businesses.