Prekės ženklo strategijų kūrimas

LTPrekės ženklo svarba rinkoje sparčiai didėja. Tai aktuali tema tiek teoriniu, tiek praktiniu lygmeniu. Prekės ženklas suteikia įmonėms konkurencinį pranašumą, pagrindą prekėms patekti į įvairias rinkas. Gebėjimas sukurti, išlaikyti, ginti, stiprinti prekės ženklo įvaizdį ir plėsti jo panaudojimo ribas yra svarbiausia profesionalių rinkodaros specialistų užduotis. Šiame straipsnyje, remiantis mokslinės literatūros analize, kuriamas prekės ženklo strategijų teorinis modelis ir juo remiantis atliekama UAB "Švyturys-Utenos alus" studija. [Iš leidinio]Reikšminiai žodžiai: Prekės ženklas; Prekės ženklo strategija; Strategija; UAB Švyturys-Utenos alus; Šeimos prekės ženklo strategija; Brand; Brand strategy; Family branding strategy; Strategy; UAB Švyturys-Utenos alus.

ENBrands play a significant role in developing marketing strategies for specific product categories in a firm. The term "brand portfolio" refers to an organization’s approach to the design and management of its products brands. In particular, brand portfolio decisions are concerned with the number of brands to utilize the role of specific brands and the relationship between such brands. A coherent brand portfolio is a key component of a firm’s overall marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm’s branding strategy. Brand extension, umbrella branding, and acquisition give firms an increasingly complex portfolio of brands. This study discusses and shows how firms can develop brand portfolio, and considers the factors that contribute in shaping the brand portfolio. The managerial implications to brand portfolio structure and its developing or reconfigure are also analyzed. Accomplished to theoretic study of brand portfolio prepared the model for brand portfolio planning. The model shows, that for correct brand portfolio it is essential to decide product brand’s conception, choose brand strategy, to attach brand elements to different products and to prepare or adopt the marketing strategy. Accomplished practical research shows, that the theoretic model were approved by analysis of JSC "Švyturys-Utenos alus" brand portfolio. Depending on the results of JSC "Švyturys-Utenos alus" brand portfolio researching were prepared findings and guidelines. [From the publication]