Measuring the branding level of industrial enterprises

That the present models put forward in the field of establishing brands are mostly aimed towards customer markets makes it difficult for industrial companies to establish brands. Therefore, this study aims at determining the interest levels of industrial companies towards establishing brands along with its reasons and thus it provides explanations for the basic dynamics that influence establishment of brand identities. The sampling cluster for the study comprises the manufacturing industrial companies located in Ankara, which are included in the study through a snowball sampling method. Suitability of the qualitative and quantitative data collected is analyzed through Shapiro-Wilk Test. In addition, Mann-Whitney Test and Kruskal-Wallis Non-parametric Variance Analysis are used in order to determine the differences between the calculated scores by groups whereas the relations between the variables are analyzed via Spearman Rank Correlation Analysis. It was revealed that the size structures, product types and thus their final proximity to customers are the most important factors in adopting brand strategies. It was also found that industrial companies, in line with their internationalization level, pay more attention to establishing brands and invest more in a gradually increasing manner in order to attain a sustainable trend of growth.