Miglė Černikovaitė, Indrė Jucaitytė


This article presents the global market changes and internet era has influencing consumers today connect with brands in fundamentally new ways, often through virtual media channels that are beyond companies’ control. The customers connect with many brands through new media channels, evaluate and advocate them at the same time, virtual and publically promoting the products they have liked or bought. The companies instead of focusing on how allocate spending across media – television, radio, online and so forth, marketers should target more on customer decision process.
Aim of paper – on the basis of scientific and empirical research to evaluate the mains aspect of brand management process and provide the insights, how to increase the brand value of the virtual space.
Lithuanian Marketing Association has initiated a study in 2011, aimed to find out which investigates the marketing budgets shifts of Lithuanian companies. The trend for the 2012 is an effective use of its marketing budget without reducing marketing costs for promoting the brands, building up the company’s image and reputation.



social media marketing; brand management; virtual media; consumer decision process

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Print ISSN: 1822-6515
Online ISSN: 2029-9338