| Abstract [eng] |
Nowadays trademark became a strategic necessity assisting organisations to generate greater virtue to the customers and steal competitive edge at the market. Trademark management has assumed a great significance and the strengthening of its place in business has taken the key place in business strategy. Today’s market changes are so rapid that capability to change has evolved into competitive advantage. Adjustment to the increasingly new changes evolves companies to justify their activity vision, mission all over again; consequently, it causes the necessity to change their trademarks. Therefore, the issue related to the trademark changing is an urgent question in an effort to increase competitive advantages, to strengthen the position in the market, or even to redirect company’s business orientation essentially. Change of the trademarks of the companies is worldwide, whereas this is risky, expensive and time consuming practice. The companies replace their branded elements with intent to inform about the changes of strategic direction and identity; and expect the positive trademark perception will be established. Occurrence of trademark changing becomes an urgent question in Lithuania. When the change trend occurs it is essential to explore which trademark changing factors will determine successful implementation of present strategy and what are the probable consequences. The thesis provides analysis of trademark changing process; and UAB \"Circle K Lietuva\" trademark change, being a unique case in Lithuania, was chosen for the research. The research target – trademark changing process. The research goal – to provide UAB “Circle K Lietuva” with the recommendations on the decisions taken in respect of the potential and risk management changing the trademark. |
