Anadolu Bil Meslek Yüksekokulu Dergisi

Yazarlar: Sevgi YILMAZ

Konular:Sosyal

Anahtar Kelimeler:Brand,Branding,Consumption,Advertising,Brand addictive

Özet: Brands are the new expression forms of today’s consumption oriented world and marketing communication. Brands, which are the shining stars of consumption world and marketing communication, meet consumers with the promises of competition, speed and endless options. The main objective of the brand managers, who are performing marketing activities, is to produce a profit. The method of being able to achieve a profit is only possible through branding and constantly being in communication with the consumers. Branding is a long process that requires specific strategies in order to strengthen the targeted markets and create demand among consumers. Hence, this process periodically requires; the creation of new needs for consumers and ensuring continuity of the consumption environment. Nowadays, the reason for widespread consumption, is not only a sequence of actions performed by marketing communicators, but is also a result of consumer culture which is mostly dominated by the display language. Consuming is included in the list of basic needs, such as breathing, sleeping and feeding, and surrounds the lives of individuals. Brands that are constantly renewed and covering daily life; with the support of masses that upholds consumer society, urban culture, advertising as well as the elements like fashion, have become decisive indicators at the lives of individuals and can be addictive.

---