The factors effecting branding in garment sector: A case study on obstacles in branding of garment sector in Istanbul

Competition conditions become harder day by day in textile and garment industries like in other sectors under the influence of globalization movements. One of the conditions for the firms to continue their production within competition environment is to create international brands. Hence, the firms need to create new brands and develop marketing strategies. For modern marketing strategies, brand and branding efforts are important for goods. Strategic brand management is given importance by many managers for the purpose of efficiently reflecting productivity and profitability developing efforts to the firm. This condition is also true for garment sectors.In this paper, branding strategies in the garment sector is analyzed; brand and branding processes of the employees in the firms are tried to be defined. In this context, the employees in the garment sector are conducted a questionnaire and they are assessed by SPSS 18.0 program. In the research, a meaningful relationship between the operating period of the firms where the people are employed and the condition of the firm to have a brand licensing agreement is found. At the same time, it is seen many people state that information level of consumers is increasing today and they are more conscious; service expectation of consumers is increased; consumers are now lionizing for retail brands; consumers are dependent on the brand and the product.Key Words: Brand, Textile, Garment Sector.