Monografhic analysis and repositioning of the mark of "Tirebolu tea no.42" which is one of the regional sub-brand of ÇAYKUR

In today's dynamic business environment, an organization must stay competitive by thinking tactically and strategically. For that reason, business managers have had to work hard to struggle against competition and achieve long-term success. Besides, technology which have been developed rapidly has greatly reduced the concrete and distinct differences between the produced products. In addition, it has standardized products in terms of quality and maintenance of qualities. This has led to new pursuits to differentiate businesses' products and to professional inhouse communications and branding efforts to achieve broader market share. Business managers aims are going one step furhter than their competitors in terms of brand innovations, new ad campaigns, and socio-cultural activity participation. In this study, "TIREBOLU TEA No. 42" which is one of the regional sub-brands of the almost well-known national tea brand ÇAYKUR is considered. In the theoretical part of the thesis; branding process and brand management issues are discussed and in the third part where the research part is included; the branding process and brand management of the selected submarket in the context of the objective sample were tried to be analyzed. Based on a qualitative research and analysis by monographic (case study) method, re-positioning of the obtained data on the sub-brand is also suggested. Key Words: Brand, Branding, Differentation, Regional, Tea