Brand strategy decisions and difference of brand strategies in terms of brand equity: An example of ankara

The aim of this research is to put forward the advantages related withbrand equity of the enterprise which determınes its branding strategies properlyaccording to conditions. Brand power is very important for the enterprisesin the competition area. So one of the most important missions of enterprisesis to determine and implement a branding strategy that aims the economic useproperly.Brand-related concepts, brand equity, branding strategies of enterprisesare examined in the first part of the research.In the second part, there is general information about the milk productssector which is the subject to the application.In the third part, an application which is done in order to observe thebrand strategy decısıons of enterprises those produce and sell milk productsin Ankara is given.At the end of the research ?results and offers? part which is relatedwith the obtained results is presented by the researcher.