Brand management and branding process: A case study of work safety footwear industry

In an intense competitive environment of today's global world, there is the need to separate the existing products from their alternatives. The way on how competitiveness can maintain awareness at the global level leads to creating and positioning a different perception of products/services within the consumer's mind. Today, it is possible for businesses to differentiate themselves from their counterparts in such a competitive environment and to take part in the minds of consumers through branding. Consumers identify their personalities with those products consumed and express themselves with their brands. The emotional relationship established between the brand and the consumer with a strong personality leads to increase consumer satisfaction, as well. The purpose of this study is to explore the dimensions and the branding processes of businesses. The study also aims to reveal the elements of branding in the light of the empirical data obtained. Taking this as a reference point, the study investgiates the impact of branding process and brand management on these dynamics, which are identified as RFP technology with the occupational safety footwear sector. Keywords: Brand management, branding process, safety footwear industry