Branding elements : A study of the largest Latvian companies

Abstract

The thesis studied branding elements and management in the largest Latvian companies. The objective of the research is to provide overview information of branding elements, which are used among the largest Latvian companies. The theoretical framework consists of information about the most common and significant branding elements, their management and impact including what the successful use of branding elements can bring to the company. All that was viewed from three scopes – theory, examples, and current trends. In addition, the history and current situation of branding in Latvia was explained. A quantitative approach was used. The data was collected from the 133 largest Latvian companies by their turnover. The companies were selected by Deliberate Sampling. The information was collected through a survey, which consisted of both open-ended and multiple choice questions. The results of the study show that, for most of the companies, especially for the industrial ones, branding is about marketing the product features – either quality or price instead of creating a personal relationship with customers. Nevertheless, there are differences between the industries in their use of branding elements. Future research could look in the customers’ perception of the brands analyzed and in what elements they want to notice in brands around them.