Investigation of relationship between strategic management and brand management: Sector application (Textile apparel)

As the intensity of competition in the world increases steadily, the apparent differences between products have begun to decrease gradually. For this reason, Strategy and Brand concepts became more important, and strategic management activities and brand management studies became the foreground. Strategic management is the ability to control the environment in constant development and change and to use resources effectively to adapt to this change and to outdo competitors. Brand management is the planning and execution of all the activities in the process from the creation of a brand, to the transfer of the brand name to the products and the purchase of the brand, and to ensure that the operator is always the leader in the market environment. In this study, the current literature on the relationship between strategic management and brand management is examined and a sector application is made. The questionnaire survey was carried out on employees of Koton Textile firm. The purpose of the study is to investigate the effects of strategic management activities and brand management activities on strategic growth and the effects of variables on the process. For strategic growth; Strategic management in the first part of the study.Strategic management in the first part, brand management in the second part, strategic brand management in the third part, branding in the international and Turkish ready-to-wear sector in the fourth part and Koton in the fifth part are given in the five sections and analyzed according to the results of the questionnaire. Tried to explain by interpreting the given data.