Brand Management

Brands, which are an important part of the marketing function of companies, and the decision processes of these brands involve a very complex series of actions. In addition to market conditions forcing brands to be successful and unsuccessful ones to withdraw from the market, the brand is increasing its power as a pressure element for companies day by day. Some of the world's largest companies adopt a consumer-oriented approach when creating their brand management strategies. It is observed that as the importance of creating a brand is understood, companies begin to be more selective and pay attention to their efforts to be the only brand that can meet the needs of the consumer.

In this study, Isil Karpat Aktuglu, a faculty member at Ege University Faculty of Communication, analyzes the brand management process in depth, from what a brand is to how its value is measured, based on integrated marketing communication efforts. In this context, brand management, factors affecting brand management and environmental factors are examined from a managerial perspective.

(From the Promotional Bulletin)

Dough Type: 2nd Dough

Number of Printings: 6th Printing

Size: 13x20

Number of Pages: 231

First Print Year: 2004

Media Type: Paperback

Language Turkish