Türkiye Ekonomisinde Markalaşmanın Yeri ve Önemi; Tekstil Sektöründe bir Uygulama

Abstract

In a world going global, this study intends to investigate the creation of strong brands in a context of fierce competition which makes it even more difficult for companies to survive, to produce added value and increase their market shares. Having conceptualized `brand? and `brand structure?, all the phases of brand management have been scrutinized. In this regard, a general evaluation of the Turkish economy has been made along with possible implications of `branding? on the country?s economy. In this study, the concept of branding has been explored within the context of Turkish textile industry. Turkish economy has been analyzed in three stages; prior to planning, after planning, and during the period of crisis. Implications of branding on the domestic economy in current circumstances have been debated. Finally, the `brand? concept has been investigated in the special case of Mavi Jeans as a successful representative of a Turkish brand in textile industry.