Siyaset Ekonomi ve Yönetim Araştırmaları Dergisi

Yazarlar: Güneş Açelya SİPAHİ, Meltem ONAY

Konular:-

DOI:10.25272/j.2147-7035.2017.5.5.14

Anahtar Kelimeler:Marketing,Branding,International Brand,Qualitative Research

Özet: The enterprises must create a strong brand to increase their sales, profit, market share or to keep their current status under the present conditions. Creating a strong brand means at the same time gaining loyal customers which is the main target of marketing activities. The branding process and successful marketing practices of five companies originating from İzmir which started their business life as local brands and which keep on their operations today nationally even internationally. The aim of the study is to present a road map to those local firms that would like to become brands and show them successful marketing practice examples. The study is a qualitative study and semi-structured interview form was prepared to apply to the company executives and managers of sales departmant. It was found that besides seizing the opportunies very well, the local firms that were interviewed have been using the marketing activities very intensely and effectively. Successful practices in these firms respectiveley; forming the marketing segmentation, getting consultancy on branding, operating with registered company brand, selling through its own brand, taking govenrment subvention, manager of the company taking branding education, organization of the distribution network, giving planned sponsorship

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