A research on strategies of creating brand value of denim brands

In today's conditions where competition is intense, enterprises produce various strategies to survive and make investments in line with the strategies they produce. The brand value concept is an important part of these investments. The impression created by the concept of the brand in the mind of the consumer gives businesses an inimitable competitive power and helps them increase their market shares without being affected by adverse conditions. In this thesis study made in light of this information, the brand value was examined with its sub-components on denim brands. 384 people using denim living in Istanbul province participated in the study. According to the results of the research, it was determined that brand awareness and brand connotation do not have a positive and significant effect on the overall brand value. On the other hand, it has been observed that perceived quality and brand loyalty have a positive and significant effect on the overall brand value, and the effect of the brand value components on the overall brand value differs according to the brands. Key Words: Brand Equity, Brand Preference, Brand Awareness, Brand Loyalty, Perceived Qauality