Books about Brand Building and Innovation in the VILNIUS TECH Virtual Library

February 28, 2025
If you're looking for books that not only enhance your knowledge but also spark fresh ideas in the business world, delve into literature on brand building, innovation, and marketing strategies. These reads are valuable not only for startup founders but also for anyone curious about how modern businesses thrive and what it takes to create a strong, successful brand.
In today’s world, businesses and brands evolve beyond traditional models, relying on innovation, social connections, and trust. Books on marketing strategies and innovation provide insights into the ever-changing business landscape, where every decision plays a key role in long-term success.

This time, the VILNIUS TECH Library invites our community to explore these inspiring books via the VILNIUS TECH virtual library:

   
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.
 
 
Consumer culture theory / edited by Eric J. Arnould, Craig J. Thompson, David Crockett & Michelle F. Weinberger.
2023
Over the past forty years, Consumer Culture Theory (CCT) has emerged as a distinctive field of study that synthesizes diverse subjects such as anthropology, cultural studies, marketing, political theory and sociology to provide new insights into consumers’ relationships to the marketplace and the influence of commercial action on culture.
This book, edited by leading scholars in CCT, contains contributions by many of its leading researchers, and distills this interdisciplinary field into a concise accessible overview for students and early career researchers. It describes the key themes, concepts and theoretical areas of CCT; explains why they are useful in understanding consumption and marketplace phenomena; and shows how they can be applied to a wide range of research contexts.
Digital trust : social media strategies to increase trust and engage customers / Barry Connolly.
2020
Digital Trust provides an overview of how e-SMEs can use social media platforms to conduct their own research into increasing trust and engagement, with the positives and negatives highlighted for specific industry considerations. For enterprises that rely on e-commerce, engaging customers and building brand trust is vital for driving sales and achieving long-term success. Trust plays a critical part during the online shopping process and is a key precursor for consumer patronage, and social media can provide the ideal environment for SMEs to gain customer trust as part of their online operations.
 
International business / edited by Peter J. Buckley, Peter Enderwick, Hinrich Voss.
2022
Now in its second edition, and in collaboration with their contributing authors, world renowned academics Peter J. Buckley FBA OBE, Peter Enderwick, and Hinrich Voss draw on their wealth of experience and expertise to present a truly global text on international business.The Global Factory framework, developed by Peter J. Buckley, forms an overarching, coherent and accessible model for understanding how businesses operate globally. Synthesising perspectives from economics, social anthropology, political economy, and management, International Business also provides a multitude of examples, case studies and insights from across the globe that link theory to management practices – all to equip you for the challenges faced in the business world today. Engaging examples include internationally-recognised companies such as Nike, Ben & Jerry''s, TikTok and Maersk, as well as organizations from emerging markets such as Saudi Arabia, Brazil and Turkey.Opening cases discuss real challenges faced by international businesses, inviting you to discuss and devise your own solutions, while closing cases and ''IB Insights'' offer opportunities to further reflect on international business practices at real, global companies.Stretch your critical thinking skills by engaging with the ''Topics for Debate'', and build strong academic understanding by looking at the ''Research Insights'', which introduce key scholarship and provide commentary on seminal international business research.
Building distinctive brand assets / Jenni Romaniuk.
2023
Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.
Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.
 
Event studies : theory and management for planned events / Donald Getz and Stephen J. Page.
2024
Event Studies (5th edition) – key updates include a comprehensive overview of event management and tourism, covering event types, experiences, and their meanings. New content includes gender studies, human rights, crisis management, sustainability, and events as agents of change. The book's structure has been reorganized to focus more on theoretical foundations and core management functions. Expert opinions are provided on technology, virtual events, corporate event trends, and event-sector recovery. Additionally, the book expands on design, policy, management fundamentals, event tourism, and related challenges such as risk, security, health, and the environment. This book is essential for event studies students throughout their undergraduate programs.
You can borrow books to take home through the VILNIUS TECH Virtual Library. After receiving a notification about your prepared order, come to pick up the publications at the designated location: the Central Library (1st floor lobby) or the reading room in your faculty.

The VILNIUS TECH institutional members can access the e-books free of charge by logging on to the University's computer network and from home by connecting to the VILNIUS TECH network via VPN.

More books can be found in the VILNIUS TECH Virtual Library.

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A psychologist advises on how to ease into the new academic year and work
A psychologist advises on how to ease into the new academic year and work
Here you can find more information about students' wellbeing and support. For many, September means returning to a normal routine: early mornings, lectures, classes, work, and new plans. After a few months of vacation, waking up early again, focusing, and finding motivation is not always easy. However, to get back into work and studies, you don’t need to wait for the "perfect moment" or a burst of motivation. VILNIUS TECH psychologist Gintė Blaževičė advises starting with small steps and shares tips on how to ease into the rhythm of the new academic year. How and where to start? When trying to get back into activities after a long vacation, the most important thing is simply to get going, says the psychologist: "We often hear that a person seems to have the ideas and the desire to take on work, activities, or studies, but keeps waiting for inspiration, a burst of motivation, or some special mood. The problem is that you might have to wait a long time, and the longer we procrastinate on something, the more exhausting the anxiety can become." In such cases, specialists recommend simply starting to do things little by little, even with small, simple steps. It is also worth thinking about how to start an activity in a way that prevents you from procrastinating or talking yourself out of it—once you start and gradually get into the flow, anxiety or unpleasant feelings slowly subside. Once you start working, the hardest part is often just those first 15–30 minutes (sometimes this can repeat for a few days), G. Blaževičė explains. Later, the human mind kind of warms up, realizes that there is no imaginary danger, the desire to procrastinate decreases, self-confidence awakens, curiosity arises, and along with it, motivation. This is good news: you don't have to sit and wait for motivation or inspiration—they can be summoned. "Starting is the hardest part, so it is normal that the beginning brings up unpleasant feelings, perhaps fear or anxiety. Our mind is a great screenwriter, capable of inventing quite frightening scenarios that stop us from taking action. However, I want to emphasize that thoughts and imaginations are not facts worth believing in," the psychologist says. Another important aspect is the sleep rhythm, which often changes during long summer vacations. In this case, G. Blaževičė advises not to demand maximum productivity from yourself right after a vacation, but rather to gently and gradually return to your rhythm by planning out your first steps and activities. It is also important to try to wake up and go to bed at the same time, aim to get daylight exposure in the mornings, plan the first part of your day in advance, and step by step, get accustomed to structure, responsibilities, and a changed routine. It is important not to forget yourself amidst the activities And how do you avoid burning out right at the beginning of the academic year while balancing studies and work? "We use the word 'burnout' when we feel overwhelmed by responsibilities or overly burdened with activities and commitments. But clinically speaking, it isn't always burnout—usually, it is long-lasting stress or fatigue. However, burnout can indeed occur when long-term stress, a heavy workload, high self-imposed expectations, and a lack of self-compassion never end," the psychologist explains. To avoid severe fatigue, it is important not to ignore your own needs or the signals sent by your body, and not to postpone rest until "when I have time," she continues. To remain productive in any activity, it is crucial to take care of yourself: getting enough sleep, eating quality food, spending time in nature, exercising, socializing, and the like. "It's easy to get lost among tasks, goals, responsibilities, and daily chores, thereby forgetting what brings true meaning. Therefore, it is worth seeking out and planning things that strengthen you, bring joy, creativity, and a sense of security. Rest and self-care are also a part of a productive rhythm," says the specialist. The psychologist also advises: reviewing your thoughts and beliefs can protect against fatigue and burnout. It is useful to reflect on whether we are starting to tie our results to our self-worth, or if we condemn ourselves when something doesn't work out "perfectly"? Is an excessive immersion in activities just an attempt to meet someone else's expectations or an exaggerated sense of responsibility? "Moreover, burnout is often fueled not only by the volume of work but also by trying to please others, meet others' expectations, and the inability to set healthy boundaries. Sometimes unraveling these issues alone is not easy; in such cases, the help of a psychologist can be highly beneficial," G. Blaževičė recommends. Speaking of a lack of motivation and emerging fatigue, these can be determined not only by how much we do, but also by why we do it all. When you lack the enthusiasm to return to your studies or work, it is worth taking a few minutes to reflect and remind yourself why you started this activity in the first place and why you are in it at all, says the specialist. "Exhaustion is fueled not only by heavy workloads but also by forgetting why we are doing them. You can ask yourself: Why did I choose this activity? What drew me to this field? What benefit or meaning do I see in this activity in the long term? And, of course, do my activities, studies, or work align with the values I follow? Listening to yourself can be the first step in self-care," concludes VILNIUS TECH psychologist Gintė Blaževičė. Here you can find more information about students' wellbeing and support.
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Austėja, a singer in "Vingis": "Here, I can do more than just listen to folk music – I can become a part of it"
Austėja, a singer in "Vingis": "Here, I can do more than just listen to folk music – I can become a part of it"
University is about more than just lectures in auditoriums. It is also an opportunity for personal growth and developing your talents through extracurricular activities. That is why VILNIUS TECH invites students to join the academic choir "Gabija", the theatre studio "Palėpė", the orchestra, or the song and dance ensemble "Vingis". It was in this very ensemble that Austėja Vaikšnoraitė, a fourth-year Event Engineering student at the Faculty of Creative Industries and a vocalist in the group, found not only a new hobby but also friends for life. We invite you to take a closer look at the features, traditions, and unique character of this collective. – First of all, tell us how you chose this study program and VILNIUS TECH? – In high school, I was involved in musical activities, but I was afraid to apply directly for an arts degree. I had always wanted to study in Vilnius, so when I decided on engineering, applying to VILNIUS TECH as my first choice was a natural step. I liked the idea that this study program would allow me to gain technical knowledge while staying close to the creative and event management fields. It was here that I discovered a wide variety of non-traditional student activities, including "Vingis". – And how did the idea to join "Vingis" come about? – A friend encouraged me to join. We went to the auditions together—she wanted to dance, and I wanted to sing. It was quite scary at first because I didn't know what to expect or how things would go. However, as soon as I got there, I realized I was worrying for nothing. I quickly felt right at home, and those initial fears simply vanished.       – Was singing in a folk ensemble a new experience for you? What drew you to try out this specific field? – Folklore and its motifs in music have always interested me, but I had never engaged with them directly. Before "Vingis," it was more of an outside interest, but here I was able to experience it up close—not just listening to folk music, but actually becoming a part of it. Once you feel it up close, you don't want to let go of the magic it radiates. I think that’s what drew me in the most—the realization that folk music isn’t just a piece we perform on stage. Behind it, there is history, people, emotions, and a very strong sense of community. – If possible, could you describe the feeling you experience while singing during performances? – Every concert is a completely different experience. The sense of responsibility before a performance brings stress and various questions: Will everything go according to plan? Will I make a mistake? Will I mix up the lyrics? However, as soon as the concert begins, that feeling usually disappears. The tension fades away, and a sense of euphoria takes over. Singing together, listening to one another, and sharing that collective emotion make up for all the hard work and pre-show tension. For me, that specific moment is incredibly important—when you realize you are no longer alone on stage, but part of a unified whole. I don't necessarily enjoy just standing on stage for the sake of it, but truly magical things happen up there. And it's exactly those moments that make you want to come back again and again. – Participating in any extracurricular activity can bring various benefits. What advantages do you see in singing with "Vingis"? – I see a lot of benefits from singing and being involved in "Vingis". Singing develops creativity, active listening, mutual respect, and, of course, musicality. You also learn responsibility—you realize that your preparation and effort impact not only yourself but the entire ensemble. As a group, "Vingis" provides a very strong social foundation for a young, developing personality. Being here builds courage, discipline, self-confidence, and teamwork skills. However, in my eyes, the greatest advantage is the people. You meet very different personalities here, but everyone is united by the desire to be together, to create, and to experience something more than just university lectures. – Tell us, how do your rehearsals go? – We singers have very few male voices—something we are eagerly looking for during the September auditions—so we usually rehearse all together. We start with vocal warm-ups, which are often a lot of fun and set an energetic tone for the rest of the rehearsal. We learn the pieces by vocal parts, and eventually, we put everything together. Usually, we can get the foundation of a moderately difficult piece down in a single rehearsal, but the work definitely doesn't stop there. We polish the piece for at least another couple of weeks, sometimes even months, depending on the scale of the upcoming concert and the number of songs. Rehearsals aren't always easy, but they are almost always fun. I think that the ability to work seriously while also sharing a laugh is what really helps maintain such a great atmosphere. – How do you all get along within the group? Do you have any traditions or rituals before performances or rehearsals? How do you welcome newcomers? – We are more than just an ensemble; we are one big family—a community that shares its kindness and warmth with absolutely everyone. You can laugh, cry, celebrate, or share a moment of sadness with any member of the group. We have a lot of traditions and special evening events that bring us even closer together. The season kicks off with a welcome evening for the freshmen, followed the next day by an orienteering game around Vilnius and a potluck party at one of the members' homes. In December, we hold an annual review night where we discuss everything we've accomplished over the year and elect a new president. In February, we have "Guys' Night," where the girls organize the best night of the year for them. In March, it's "Girls' Night," and the guys return the favor, often raising the bar even higher. In the spring, we have the freshmen initiation, where the new members take the "Vingis" oath and officially become part of our community for life. We close the season with an incredible camp in Aukštadvaris, where the outside world simply fades away into the silence of the forest. It’s an indescribable experience that you have to feel for yourself—there’s no other way to truly understand it. We also have a special ritual before every concert: we place our hands on each other’s shoulders and interlock arms. Our director, Rimutė, always shares a few words. These aren't just formal pre-show pleasantries—she delivers truly meaningful words that inspire us, calm our nerves, and stay with us throughout the entire performance. We welcome newcomers at the beginning of September, during pre-announced audition dates. The dancers are asked to replicate specific dance moves and are evaluated by the directors. Singers and musicians also showcase their skills and abilities. However, you don't need to be an expert when you arrive—often, motivation, a willingness to learn, and the desire to become part of our community matter much more. – That being said, a student's primary focus is their studies. How do you manage to balance lectures, exams, and, for some, a job, alongside this extracurricular activity? – Balancing studies with "Vingis" is fairly easy, as long as you don't have very late evening lectures. Sometimes, you might get an unfavorable schedule for a semester, which means you have to prioritize and juggle your various commitments. But it is absolutely doable. Once I started working, things got quite a bit more challenging because my chosen profession doesn't have standard 8-to-5 working hours—that's just how the event industry works. Work often takes place on evenings and weekends, sometimes overlapping with rehearsals or concerts. Even if you can no longer participate in the regular activities of "Vingis", the strong bond with the group remains. After all, once a vingietis (a Vingis member), always a vingietis. – Is there anything else you’d like to add, or perhaps a message you’d like to share? – "Vingis" is an essential experience for every student. I’m not exaggerating in the slightest. I don't think I would have experienced such emotions, challenges, and moments of euphoria anywhere else. I gained so many social skills here and met incredibly wonderful, genuine people who I can proudly call my friends. And even if they aren't all close friends, they are people who will never turn their backs on you. It truly is an all-encompassing experience. For me, "Vingis" isn’t just about singing, dancing, concerts, or rehearsals. It’s about the people, the sense of community, the traditions, the laughter, the occasional tears, the exhaustion, the excitement, and that hard-to-explain feeling of realizing you belong to something much bigger than yourself. So, if you are a freshman reading this—consider this a personal invitation to join "Vingis" and experience the true, wild, and wonderful student life. It might seem scary at first, and you might not know what to expect, but there is a very good chance that you’ll find people and experiences here that you will cherish for the rest of your life. And it doesn't matter if you show up to dance, sing, play an instrument, or just out of sheer curiosity—the most important thing is simply to show
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