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The aim of the article is to reveal brand value creation from different points of view: consumers, companies and brand communities. The literature analysis suggests the brand value has become an important metric for brand health for consumers and corporate performance metric for many companies and investors. However, the increasing consumer power, accelerated social media, marketing promotion companies threaten the foundations of brand value. This article focuses on the conceptual model and the empirical study to examine the importance of factors influencing brand value creation in Lithuanian companies. The article was prepared by using a comparative analysis of scientific literature, integrated brand value creation model, empirical results from expert interview from Lithuanian companies and the author insights on this topic. Research question: what is the result of co-creation of brand value from consumers' companies' and brand communities points of view? This paper is in line with directions for future research and previews for setting up a brand value creation and measurement system in Lithuania. [ABSTRACT FROM AUTHOR]

Generally in the free market, price is determined at the point that demand and supply meet. In Korea, all terrestrial TV as well as radio advertising time has been sold through KOBACO, the public corporation of media representative since 1981. By its origin, KOBACO's ad-pricing system was neither built for the sake of networks, nor for its own. For a considerable period of time, one major factor for increasing annual ad rate was inflation rate of nation's economy. As time goes by, KOBACO has been changed. With a current effort of embracing free-market principle, KOBACO insists their pricing system reflects various factors: media characteristics, time bands, accumulated genre data, advertiser preferences, as well as supply and demand for a particular time slot. But we still doubt that KOBACO's pricing system is considerably behind to reflect a real value of ad time. Therefore our purpose of this research is to examine how well this system reflects, or related with sales-related market performance (product usage or purchasing data) in addition to the exposed audience size. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]