Prekės ženklo asociacijos: „Utenos trikotažo“ klientų nuomonių analizė
Brand Associations: “Utenos Trikotažas” Customer Opinion Analysis

Summary/Abstract: The aim of the paper is to analyze the expression of brand name contiguity using scientific literature published in Lithuanian, English, and Russian, press, and Internet sites. According to the analysis, brand name has become a strategic instrument in competition. When brand name is associated with positivism, unique, ness and strength, which leads to consumer satisfaction, it also attracts bigger groups of customers and gives advantage over brand names of competing firms. This paper analyzes a link between the contiguity of brand name and image which have influence on the customer’s decision to buy a particular product.

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