Electronic commerce in the world is becoming an increasingly popular form of trade. Most shoppers start looking for products, descriptions and quality features online before buying a product. In order to provide customers with more convenience, more and more companies and existing stores are setting up their own online stores where a person can buy at a convenient time, even at night when regular stores are no longer working. Online stores allow you to save time spent by a person searching for a particular product and driving through shops. The article analyzes the concept of e-commerce, the advantages and disadvantages of electronic commerce, and the situation of electronic commerce in Lithuania.

The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze in the article, like capital market-oriented brand value model, Aaker's brand value model, the Interbrand Brand Assessment Methodology, which helps evaluate brand value and benefit.

The article analyses theoretical aspects of a city brand definition, applying cases of various brands of Lithuanian cities. A brand is any sign or symbol which helps to distinguish goods or services for one person from the goods or services of another, and which may be represented graphically. The brand can be a variety of symbols, their combination, and other visual manifestations of information, such as words, names, slogans, letters, numbers, drawings, emblems; or spatial characteristics of the product itself – its image, packaging, shape, color, color combination or a combination of all these. City development usually includes an image dimension. The common ground for this is that a well-known toponym often generates events, investments, etc. Many cities are actively positioning and promoting their strategic intentions. Often times a city brand is associated with its fight for investment, tourist numbers, or successful businesses. Objective: To scrutinize relevant theories applicable to city visual branding; to look through various definitions of the city branding and envisage some advantages and disadvantages they might pose; and to analyze various case studies so that we could summarize the methodologies of why and how we could better position our local products globally. Methodology: The case study methods were used as part of a complex study and combined with in-depth interviews as well as benchmarking methods from various sources. In-depth interview method was used to obtain expert opinions on the subject. The in-depth interview method helped to analyze logo usage, goals, define pros and cons, and evaluate the results of logo design in urban development. This method was chosen to collect detailed and authentic material based on the attitudes and experiences of those involved in such a creative process. Findings: The conclusion was reached that since a place prompts a lot of variables, in the future we need to consider more numerous components, such as population, industries, landscape, economies or history, etc. The hypothesis was confirmed about the variables of the city to be further considered for (re)branding, such as the cost, semantic complexity, societal charge, and the dynamics (changeability, or rigidity). As for the methodologies, we arrived at the conclusion that the best way to create a viable city brand is a collaboration between different stakeholders. Value Added: The article adds to European experts’ suggestion of rethinking the concept of design itself, as until now a one-sided approach to design as a means of schematizing a product has prevailed. This approach, even regulated by Lithuanian law, does not cover the whole process of creating and implementing an idea. “Design is a problem-solving approach that focuses on the user during its development. It can be applied in both the public and private sectors to promote innovation in products, services, processes and even legislation,” says Dr Anna Whicher, expert on design policy and strategy of the European Commission. In other words, design has been increasingly integrated into the science, business, social and service sectors to maximize innovation. As many as 63 percent of Lithuanian businesses do not use design solutions (product design, stylization or business strategy development) at any stage of production. This figure is below the EU average, where almost half of all businesses already integrate design solutions into their operations. Lithuania is also one of the 13 countries in Europe (out of 28) that does not have design policy documents or a community uniting organization, such as design centers in Great Britain, Denmark, Estonia or other countries. The paper invites Lithuania to re-think its design development policies at large, paying attention to urban design solutions in particular. Recommendations: In further research, while selecting potential expert for city logo development, it is recommended that priority should be given to (a) responsible experts in strategic / territorial and national policy making or related activities, (b) experts with knowledge of sustainable development, (c) independent sustainable development analysts / consultants / private and academic or who have implemented specific project-based SDs both nationally and internationally. The stakeholders in this process should be representing: 1) Public Sector, 2) NGOs, 3) Private Sector, 4) Academy and 5) Independent Experts.

Entrepreneurship and Sustainability Issues is a peer-reviewed journal which publishes original research papers and case studies

Advertising can influence and change consumers’ attitudes, habits, and behaviour and can therefore be a way to promote sustainable mobility and multimodality in urban transport systems. This paper focuses on the following questions: what is the impact of advertising on consumer behaviour in the context of sustainable mobility and multimodal decision making in urban transport systems? This paper assesses the impact of advertising on consumer behaviour in the context of the scientific literature, and discusses the methods and effectiveness of advertising in promoting sustainable mobility and multimodality in urban transport systems. Thus, this study examines the role of advertising and its impact on consumer behaviour, and provides a framework for the use of advertising to promote sustainable mobility and multimodality in urban transport systems. The study involved 396 inhabitants of major Lithuanian cities. Analytical descriptive, quantitative, and statistical research methods were applied. A quantitative research strategy was used to better understand the expression of advertising and its impact on the development of sustainable mobility and multimodality in urban transport. The results show that advertisements promoting sustainable mobility do not have a significant impact and only a small proportion of respondents associate advertisements with the development of sustainable mobility and multimodality in urban transport. This provides an opportunity to improve the information system of advertisements by exploiting the originality, text, content, and idea of the advertisement, which the study found to be one of the most influential factors in changing consumers’ attitudes and encouraging them to make travel decisions based on the principles of sustainable mobility and multimodality. In addition, television, the internet (including e-mail advertising), radio, and outdoor billboards can be among the most effective means of providing information in anticipation of the development of sustainable mobility and multimodality in urban transport. The results of the study will therefore have long-term value for the scientific debate on the impact of advertising on the promotion of sustainable mobility and multimodality in urban transport, and a practical relevance for providing guidelines for the development of sustainable mobility and multimodality in urban transport in the information advertising system.

Entrepreneurship and Sustainability Issues is a peer-reviewed journal which publishes original research papers and case studies