Prekės ženklo vertės matavimo modeliai Lietuvos aukštųjų mokyklų reitingavimo pavyzdys

Abstract

In article the substantiation of need of brand valuation is given and theoretical studies of brand valuation models. Also international dimension as a compound element of brand equity is analyzed by studying traditional economical, behaviour oriented and mixed brand equity valuation models. These models estimes both economical and psycografical factors, as representing both- the company‘s and customer‘ s view of the brand equity. In the center of reasearch is given Aaker (1991), Kepfer (1992), Semion (1998), Simon and Sullivan (1993) Fischer,Hermann and Huber (2001), Schlaberg, 1997-Interbrand and etc. models. In article it is sought to identify how the international dimension is approached at different models of brand equity. also how internation dimension is represented in the University rating system of Lithuania.