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COMPETITIVE ANALYSIS OF BRAND MANAGEMENT

Year 2013, Volume: 8 Issue: 1, 175 - 182, 01.06.2013

Abstract

Businesses are striving to build up a distinct image by making differences with small details in the eyes of customers who have freedom of choice in today’s competitive environment. Therefore, businesses are not only paying more attention to branding operations and endeavor to draw their clients to their own products, but they are spending time, money and making efforts to keep them to their brands and make them loyal to their own brands. One of the primary duties of business managers is determining the demands and needs of the target audience and developing strategies accordingly. And one of these strategic decisions is the brand management. Therefore, it can be argued that brand management is one of the most important strategic factors to gain and maintain a competitive advantage. It can be clearly seen that businesses which have succeeded in brand management especially of differentiated products called luxury goods are noticeable with respect to acquiring and sustaining a competitive advantage.

References

  • Chadha, R., & Husband, P. (2006). The cult of the luxury brand: Inside Asia's love affair with luxury. London:
  • Nicholas Brealey International. Chevalier M. & Mazzolov G. (2008). Luxury Brand Marketing: A World of Privileges, Singapoure: Wiley Publishing.
  • Dewey, N. (2009). Back to the Future of Luxury, French-American Chamber of Commerce.
  • Dewey, N. (2009). CEO-Luxury Solutions Back to the Future of Luxury, French-American Chamber of Commerce
  • Focus, (2009), The luxury market Facts, figures, trends for fashion, accessories, watches, fragrances
  • (http://www.medialine.de/media/uploads/projekt/medialine/docs/bestellung_download/english/market- information/luxury_0807.pdf)
  • Goldman Sachs, (June 2,2010) , Europe: Branded Consumer Goods: Luxury Goods
  • (http://www.borsaitaliana.it/bitApp/view.bit?lang=it&target=StudiDownloadFree&filename=pdf%2F86827.pdf)
  • Hall R. (1992), “The strategic analysis of intangible resources”, Strategic Management Journal, Vol 13 (2), pp. 135-144)
  • Harvard Business Review, (2006), Istanbul : Mess Yayınları No. 505
  • Harvard Business Review, (2007), Istanbul : Mess Yayınları No. 538
  • Karpat Is ıl, (2000), Brand Management Process and the Role of Promotion, Izmir : Ege University,
  • Institute of Social Sciences. Khanna S. & Mansharamani A. (2009), Marketing of Luxury Brands in India http://www.brandchannel.com/images/papers/luxury_marketing_in_indian_final.pdf
  • Kotler, P., Kartajaya H. & Setiawan, I. (2010), Marketing 3.0 : From Products to Customer to the Human Spirit,
  • New Jersey: John Wiley and Sons, Inc. Rodina I. & Barnier De V. (2009, Which Luxury Perceptions Affect Most Consumer Purchase Behavior? A
  • Cross Cultural Exploratory Study IN France, The United Kingdom and Russia http://www.escp- eap.net/conferences/marketing/2006_cp/Materiali/Paper/Fr/DeBarnier_Rodina_ValetteFlorence.pdf
  • Ülgen, H. & Mirze, K. (2004). İşletmelerde Stratejik Yönetim, Istanbul : Literature Yayınları.
  • Yano Search Institute ( 2011), Luxury Import Accessories Market in Japan: Key Research Findings http://www.yanoresearch.com/press/pdf/892.pdf

COMPETITIVE ANALYSIS OF BRAND MANAGEMENT

Year 2013, Volume: 8 Issue: 1, 175 - 182, 01.06.2013

Abstract

Businesses are striving to build up a distinct image by making differences with small details in the eyes of
customers who have freedom of choice in today’s competitive environment. Therefore, businesses are not only
paying more attention to branding operations and endeavor to draw their clients to their own products, but they
are spending time, money and making efforts to keep them to their brands and make them loyal to their own
brands. One of the primary duties of business managers is determining the demands and needs of the target
audience and developing strategies accordingly. And one of these strategic decisions is the brand management.
Therefore, it can be argued that brand management is one of the most important strategic factors to gain and
maintain a competitive advantage. It can be clearly seen that businesses which have succeeded in brand
management especially of differentiated products called luxury goods are noticeable with respect to acquiring
and sustaining a competitive advantage. 

References

  • Chadha, R., & Husband, P. (2006). The cult of the luxury brand: Inside Asia's love affair with luxury. London:
  • Nicholas Brealey International. Chevalier M. & Mazzolov G. (2008). Luxury Brand Marketing: A World of Privileges, Singapoure: Wiley Publishing.
  • Dewey, N. (2009). Back to the Future of Luxury, French-American Chamber of Commerce.
  • Dewey, N. (2009). CEO-Luxury Solutions Back to the Future of Luxury, French-American Chamber of Commerce
  • Focus, (2009), The luxury market Facts, figures, trends for fashion, accessories, watches, fragrances
  • (http://www.medialine.de/media/uploads/projekt/medialine/docs/bestellung_download/english/market- information/luxury_0807.pdf)
  • Goldman Sachs, (June 2,2010) , Europe: Branded Consumer Goods: Luxury Goods
  • (http://www.borsaitaliana.it/bitApp/view.bit?lang=it&target=StudiDownloadFree&filename=pdf%2F86827.pdf)
  • Hall R. (1992), “The strategic analysis of intangible resources”, Strategic Management Journal, Vol 13 (2), pp. 135-144)
  • Harvard Business Review, (2006), Istanbul : Mess Yayınları No. 505
  • Harvard Business Review, (2007), Istanbul : Mess Yayınları No. 538
  • Karpat Is ıl, (2000), Brand Management Process and the Role of Promotion, Izmir : Ege University,
  • Institute of Social Sciences. Khanna S. & Mansharamani A. (2009), Marketing of Luxury Brands in India http://www.brandchannel.com/images/papers/luxury_marketing_in_indian_final.pdf
  • Kotler, P., Kartajaya H. & Setiawan, I. (2010), Marketing 3.0 : From Products to Customer to the Human Spirit,
  • New Jersey: John Wiley and Sons, Inc. Rodina I. & Barnier De V. (2009, Which Luxury Perceptions Affect Most Consumer Purchase Behavior? A
  • Cross Cultural Exploratory Study IN France, The United Kingdom and Russia http://www.escp- eap.net/conferences/marketing/2006_cp/Materiali/Paper/Fr/DeBarnier_Rodina_ValetteFlorence.pdf
  • Ülgen, H. & Mirze, K. (2004). İşletmelerde Stratejik Yönetim, Istanbul : Literature Yayınları.
  • Yano Search Institute ( 2011), Luxury Import Accessories Market in Japan: Key Research Findings http://www.yanoresearch.com/press/pdf/892.pdf
There are 18 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Mehmet Emin Okur This is me

Mehmet Emin Okur This is me

Ali Talip Akpınar This is me

Publication Date June 1, 2013
Published in Issue Year 2013 Volume: 8 Issue: 1

Cite

APA Okur, M. E., Okur, M. E., & Akpınar, A. T. (2013). COMPETITIVE ANALYSIS OF BRAND MANAGEMENT. Bilgi Ekonomisi Ve Yönetimi Dergisi, 8(1), 175-182.