TY  - JOUR
T1  - Brand Management Strategies For Furniture Enterprises:  Case Study Of Ordu And Giresun
AU  - Öztürk, Emel
AU  - Karademir, Devrim
AU  - Erdınler, Emine Seda
PY  - 2019
DA  - December
Y2  - 2019
DO  - 10.35229/jaes.641993
JF  - Journal of Anatolian Environmental and Animal Sciences
JO  - JAES
PB  - Bülent VEREP
WT  - DergiPark
SN  - 2548-0006
SP  - 638
EP  - 642
VL  - 4
IS  - 4
LA  - en
AB  - In today's dynamic business world,enterprises which are innovative, open-minded, knowledge-creating can keeptheir assets as powerful players on the market. In this challenging competitiveenvironment, enterprises need a realistic and sustainable vision.Sustainability, recognisability and easy accessibility are important forenterprises. One of the necessities for achievement is an effectively managedbrand. Creating effective brand value in the domestic and foreign marketsrequires strategic moves. Branding is one of the most critical concepts forbusinesses to reflect themselves and reach their customers.In this study, it is aimed todetermine brand management strategies of furniture enterprises in Turkey.Accordingly, current branding works, brand assets, brand related future plans,how enterprises see their brands in comparison with other brands in the sector,and their views on how their brands are transforming have been determined. Inthis context, data were collected with survey method from 45 furnitureenterprises in Ordu and Giresun provinces in Black Sea Region, Turkey. As the result of the analysis, 78%of the enterprises have the moderate technology. The results show that Ordu andGiresun furniture firms are in good communication with their customers, theyperceive their expectations / demands, and are easily accessible. 89% agreethat it is important to pay attention to the feelings and needs of the targetgroup and to recognize them well. 73.3% of the companies are producing contenton social media in the name of branding. It is clear that most popular socialmedia tools are Facebook and Instagram.
KW  - Brand management
KW  - Furniture enterprises
CR  - Alikişioğlu, M. (2012). Reklamın iyisi. Optimist Yayınları, İstanbul.
CR  - Baş, T. (2011). İşveren markası. Optimist Yayınları, İstanbul.
CR  - Gider, B., (2016). Pragmatik pazara giriş stratejisi: go-to-market. http://hbrturkiye.com/blog/pragmatik-pazara-giris-stratejisi-go-to-market-strategy. (07 February 2018).
CR  - Moralıoğlu, D., (2015). Marka stratejisinde yerel kültür belirleyici. https://hbrturkiye.com/blog/marka-stratejisinde-yerel-kultur-belirleyici. (21 May 2018).
CR  - Moralıoğlu, D., (2016). Marka stratejinizin ayaklarını tanıyın. https://hbrturkiye.com/blog/marka-stratejinizin-ayaklarini-taniyin. (18 April 2018).
CR  - Sönmez, E. (2010). Markalama stratejilerine genel bir bakış, Adıyaman Üniversitesi Sosyal Bilimler Enstitüsü, 3(5), 227-238.
CR  - Ünalan, M., (2015). Rekabet avantajı olarak marka ve markanın sürdürülebilirliği. https://hbrturkiye.com/blog/rekabet-avantaji-olarak-marka-ve-markanin-surdurulebilirligi.(21 May 2018).
UR  - https://doi.org/10.35229/jaes.641993
L1  - https://dergipark.org.tr/tr/download/article-file/901064
ER  -