COMPETITIVE ANALYSIS OF BRAND MANAGEMENT

Yıl 2013, Cilt: 8 Sayı: 1, 175 - 182, 01.06.2013

Mehmet Emin Okur Mehmet Emin Okur Ali Talip Akpınar

Öz

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.

Anahtar Kelimeler

Strategic Management, Competitive Analysis, Brand Management

COMPETITIVE ANALYSIS OF BRAND MANAGEMENT

Öz

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. 

Anahtar Kelimeler

Brand Management

Kaynakça

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