Brand creative/building process and: an analysis of manufacturer brands' creating/building process and an implementation in the Turkish Beer Market

ABSTRACT A strong brand is the most important value that firm has because of the advantages it provides and a strong brand has many benefit for consumer, the producer and the national economy. From the view of the producers, the value mat the brand has results from quality perception and loyalty which are form by strong associations that are remembered and recognized by the majority of consumers that make them. Ifs necessary to pursue an effective brand creating/building approach to code the brand in the mind of consumer to achieve above benefits. Brand creating/building is not magical process that will be implemented. Ifs a process that is difficult, time consuming, costly and risky. A strong brand is formed when the image formed by the complete right and timely transmission of the correct identity to the consumers is accepted by the consumers and becomes purchase. Firms can survive only if the create strong brands because the products die but the brands can live forever in case the appropriate the strategy and policies are pursued. Beer is a product that has high brand loyalty and in the Turkish market the equilibrium is formed by two firms. In addition production and marketing requires high levels of capital investments and high technology does creating/building a new brand is more difficult more riskier and more costly compared to other product group. However high brand loyalty eliminates the alternatives other than brand creating/building.