Brand Management Strategies For Furniture Enterprises: Case Study Of Ordu And Giresun

Yıl 2019, Cilt: 4 Sayı: 4, 638 - 642, 31.12.2019

Emel Öztürk Devrim Karademir Emine Seda Erdınler

https://doi.org/10.35229/jaes.641993

Öz

In today's dynamic business world,
enterprises which are innovative, open-minded, knowledge-creating can keep
their assets as powerful players on the market. In this challenging competitive
environment, enterprises need a realistic and sustainable vision.
Sustainability, recognisability and easy accessibility are important for
enterprises. One of the necessities for achievement is an effectively managed
brand. Creating effective brand value in the domestic and foreign markets
requires strategic moves. Branding is one of the most critical concepts for
businesses to reflect themselves and reach their customers.

In this study, it is aimed to
determine 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. In
this context, data were collected with survey method from 45 furniture
enterprises 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 and
Giresun furniture firms are in good communication with their customers, they
perceive their expectations / demands, and are easily accessible. 89% agree
that it is important to pay attention to the feelings and needs of the target
group and to recognize them well. 73.3% of the companies are producing content
on social media in the name of branding. It is clear that most popular social
media tools are Facebook and Instagram.

Anahtar Kelimeler

Brand management, Furniture enterprises

Kaynakça

• Alikişioğlu, M. (2012). Reklamın iyisi. Optimist Yayınları, İstanbul.
• Baş, T. (2011). İşveren markası. Optimist Yayınları, İstanbul.
• 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).
• Moralıoğlu, D., (2015). Marka stratejisinde yerel kültür belirleyici. https://hbrturkiye.com/blog/marka-stratejisinde-yerel-kultur-belirleyici. (21 May 2018).
• Moralıoğlu, D., (2016). Marka stratejinizin ayaklarını tanıyın. https://hbrturkiye.com/blog/marka-stratejinizin-ayaklarini-taniyin. (18 April 2018).
• Sönmez, E. (2010). Markalama stratejilerine genel bir bakış, Adıyaman Üniversitesi Sosyal Bilimler Enstitüsü, 3(5), 227-238.
• Ünalan, M., (2015). Rekabet avantajı olarak marka ve markanın sürdürülebilirliği. https://hbrturkiye.com/blog/rekabet-avantaji-olarak-marka-ve-markanin-surdurulebilirligi.(21 May 2018).