The effects of brand management on brand value: A study on the banking sector

Brand management is an important issue for the continuity of brands in the sector. It allows it to stand out from its other competitors and gain an autonomous space fort the brand. The concept of brand management supports itself with brand value. The brand with the concept of value is preferred in the consumer mindset and settles on a base that is desired to be reached. If the value of the brand is calculated, it actually indicates where it is positioned in the market in which it is located financially. In research; Brand management and its importance in businesses were examined. The basic concepts that make the brand a brand and the management process are discussed. Why this process is important and parts of it are analyzed. Detailed information was provided in line with the analyzed parts. In research; The perceived brand values of Şekerbank, Ziraat Bank, Garanti BBVA, İşbank, Yapı Kredi, Akbank, Vakıfbank and Halkbank companies in the banking sector in Turkey were calculated and their correlation with perceived brand management was examined. Obtained perceived brand equity and perceived brand management results were compared both with each other and with Brandfinance's research, which uses a mixed method in calculating brand equity. As a result of the study, it has been proven that perceived brand management and perceived brand value do not have a significant relationship with gender, age, income level and education level. Perceived brand management explained 84% of perceived brand equity. It is stated that there is a difference between the perceived brand value and the calculated brand value.