BRAND IDENTITY AND BRAND VALUE CREATION

The international, interdisciplinary research group “Brand Identity and Brand Value Creation” is focused on exploring the key factors that drive the creation, development, and management of brand identities and their value in a competitive global market. This group examines the intricate relationships between branding, consumer behavior, marketing strategies, and cultural narratives, providing insights into how brands build trust, loyalty, and perceived value among stakeholders.

The research delves into both the strategic and emotional aspects of branding, addressing challenges such as digital transformation, brand differentiation, and the integration of social responsibility. With an emphasis on innovation and sustainability, the group aims to influence branding practices and contribute to scholarly discourse by producing impactful research on emerging trends and brand management strategies, benefiting businesses and academia alike.

The research direction "Brand Identity and Brand Value Creation" is primarily related to SDG 9 “Industry, Innovation, and Infrastructure”. Additionally, it is connected to SDG 12: “Responsible Consumption and Production”.

RESEARCH TEAM

Research coordinator: Mg. art., Assistant Professor Ksenija Miļča, director of the study programs “Interior Design”, “Brand Design”.

E-pasts: ksenija.milca@eka.edu.lv

CONFORMITY WITH THE OBJECTIVES SET OUT IN THE NATIONAL+ STRATEGIC DOCUMENTS

• National Development Plan - NAP2027. Priority: Business Competitiveness and Material Well-being”, Direction: Productivity, innovation and export https://www.mk.gov.lv/en/media/15165/download?attachment.
• Tehnoloģiju un inovāciju attīstības politika 2021-2027 https://likumi.lv/ta/en/en/id/322468-regarding-guidelines-for-science-technology-development-and-novation-20212027
• Latvian ME “Science, technology development and innovation guidelines for 2021-2027” 2nd sub-goal. Increase innovation capacity, social and economic value of knowledge and research https://polsis.mk.gov.lv/documents/7053