A study on brand loyalty which is an element of brand equity and consumers of GSM sector

Brands represent a significant commercial asset for many organizations and brand equity continues to be one of the critical areas for marketing management. Brand equity has been described as the added value through the brand of the product. The idea of using a name or a symbol in order to enhance a product?s value has been brought to the forefront in recent years. This renewed trend in branding creates the need to better understand how brand equity is built and maintained since brand management is embraced as a significant mechanism to create competitive advantages.Building brand equity is based on understanding brand determinants which are brand loyalty, perceived quality, brand awareness and brand associations and managing these determinants in an appropriate way.This study explores some consequences of brand loyalty. A field survey is conducted on GSM operators actived in Turkish market in order to determine the factors that are effective on developing brand loyalty. The aim of the study is to specify the profiles of consumers who are loyal to one of the operators in Turkey and building up marketing strategies that are directed towards the loyal consumer profiles.