Brand management process at companies and an application

ABSTRACTMaster DegreeBrand Management Process at Companies and An ApplicationFulya Özpınar SomaklarDokuz Eylul UniversityInstitute Of Social SciencesDepartment of ManagementInternational BusinessBrand is a fairly broad concept and many definitions have beendeveloped about brand in the marketing literature. A brand is a name, symbol,design or a combination of them, intended to identify the products and todifferentiate them from those of competition.The most important improvement that bringing up the brand names andbranding is the necessity of providing a definite control and efficiency onconsumers. Brand management systems gained popularity as anorganisation way after 1950s. The brands became important not only becauseof new brand entrees into the market but also because of differentialconsumer request and expectations. Besides the consumers started tobehave more conscious, their needs increased and lastly the market has beenmore segmented because of the changing consumers.Nowadays, it is seen that brand management systems is used on abroad area from fast-moving consumer goods to service sector. It is realizedthat the products can get a more powerfull position than their competitors.through brand management studies no matter which sector it is. That?s whyafter making an investment in to the brand, the concious companies have tomanage the branding process professionally in order to protect and enhancetheir brands . In order to manage the brand profesionally, they have to workwith brand specialists.The subject has been considered in four parts. In the first part, thebrand concept and the brand types have been explained. In the second part ,the basic concepts about brand have been described. In the third part, thebrand management process has been explaind. Lastly, the determinings andcomments have been tried to explain as result of analysing the stages of thisprocess on a ready-to-wear brand.Key Words: 1) Brand, 2)Brand Management, 3) Branding,4) Brand Identity, 5)Marketing