International dimension of brand equity evaluation models: issues in Lithuania

Abstract

Relevance of this article is based on the global market needs for companies to measure their intangible assets- brand equity especially in the global companies. This article analyzes the theoretical brand value measuring models, based on the concept that brand equity includes both: financial and emotional (perceived quality) benefits to the consumer. Most popular models are presented in this article: BBDO group (2001), Aaker (1991) and Interbrand's (2006). This article aims to assess how the international dimension is reflected in the various models of brand equity, analyze Lithuanian actualities in managing and evaluating brands, also to reveal the problematic points of the theoretical models applied for evaluating global brands. [...]