1. PAZARLAMA İLETİŞİMİNDE MARKA STRATEJİLERİ, ÇAY SANAYİCİSİNİN MARKALAŞMA ÇALIŞMALARI ÜZERİNE BİR İNCELEME.
- Author
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TATOĞLU, Mehmet
- Subjects
- *
PRIVATE sector , *HOUSE brands , *BRAND name products , *PRIVATE companies , *CONSUMERS - Abstract
Businesses develop various strategies to gain competitive advantage in the market. Branding is one of these strategies. Brand is an important marketing tool for goods or services that provide advantage to businesses. The main source of competitive advantage for a product or service is to develop a recognisable brand name. For this reason, companies strive to achieve a positive, remarkable position in people's thoughts and to create a brand name that can affect a large number of people. A product may go out of fashion quickly, but a great brand is permanent, it is bought at a higher price due to the loyalty formed between brands and customers. A company's branding has a crucial role in determining its performance both domestically and internationally, increasing its recognition in a competitive and modern business environment. It is the impression left in the minds of a product's name, logo, brand, signs, advertisements, product users and a large number of consumers. One of the most important problems of private sector tea companies operating in Rize province is not being a brand. The aim of this study is to investigate the work done by private sector companies operating in the Turkish tea market in the name of branding. In this sense, questions were asked to the officials of 20 private sector tea brands operating in Rize province in accordance with the in-depth interview technique and the answers were evaluated. As a result, the problems experienced by the companies in going beyond the family company identity, delays in institutionalisation, deficiencies in advertising and promotion, and the inability to compete financially with the big companies in the market have been observed as prominent branding problems. [ABSTRACT FROM AUTHOR]
- Published
- 2024
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