Journal Name:
- Bilgi Ekonomisi ve Yönetimi Dergisi
| Author Name | University of Author |
|---|---|
Abstract (2. Language):
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
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FULL TEXT (PDF):
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