The trust of local and international brands in Lithuania

The first section will give a general picture of the thesis and the main aim of this study will be. Moreover, a background to the study will be given and the problem area of branding in international and local markets will be discussed. The research problem will subsequently be defined, as well as the purpose and the delimitations. The relationship between Lithuanian culture, theory and the perception of individuals will be explored in order to investigate how Lithuanians trust international brands in comparison to domestic ones, and how strong Lithuanians trust in brands at all.
At first I will write shortly about the history of brands.
Brands were originally developed as labels of ownership: name, term, design and symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.
In the field of marketing, brands originated in the nineteenth century with the advent of packaged goods. According to Unilever records, Pears Soap was the world's first registered commercial brand. Industrialization moved the production of household items, such as soap, from local communities to centralized factories. When shipping their items, the factories would brand their logotype insignia on the shipping barrels. These factories, generating mass-produced goods, needed to sell their products to a wider range of customers, to a customer base familiar only with local goods, and it turned out that a generic package of soap had difficulty competing with familiar, local products.
The fortunes of many of that era's brands, such as Uncle Ben's rice and Kellogg's breakfast cereal, illustrate the problem. The packaged goods manufacturers needed to convince buyers that they could trust in the...

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