On the quality of brand loyalty and brand and product benefit

It is very hard to exist for firms due to the hard rivalry conditions while the economic and social balances are changing and evolving rapidly. So firms attach more importance to the customers requests because of the high cost of gaining new customers and they determine their strategies according to this. The changing of the customers characteristics and increase of the expectancy of the customers enforced the firms to have customer focused strategies. Today keeping the current situation is the biggest problem for the firms that motivates them aiming according to the needs and expectations of the customers. This thesis consists of three parts. In the fist part the concept of ?Brand? and ?Terms about Brand? is explained. In this part the importance of Brand is underlined according to producer, consumer, society and the factors that effect the process of purchasing and the decision of purchasing process. In the second part the meaning of ?Brand Value? is discussed according to the literature and ?The Aaker Model?. ?The Brand Loyalty' and the factors that effect the loyalty are discussed separately. In the appliance part, the method of appliance, choosing the sample, the extensions and the limitations of the research are explained detailed. The results of the research according to the hypothesis and the indication of the hypothesis are explained. A general assessment is given at the end.