The brand equity perception from clients and a sample search in Turkish banking sector

Increasing of rivalry, composing possible brand perception on consumers become more important by marketers at the present day. It has accrued how consumers perceive brand. Researching brand and its products play an important role on market area about setting strategies. To search every measurement of brand value makes banks to understand the areas in which they are strong and weak. According to these information banks can enhance right strategies to raise value of brands. The result of research shows its importance again if we consider the advantages of brand today. This study will be useful on brands working on banking sector in Turkey.The main aim is to learn ideas about just how individual consumers give urgent attention to acquiring properties of bank and qualifications it should have. The aim of this study determines perceptions of brand on individual bank consumers at high developed banking and affecting factors of perception. With this study, socio-demographic qualities are evaluated to the usage of brand, occupancy and frequency of customers. Besides this, it is aimed that which kind of products they prefer to use, how long time and how frequently they use the groups of goods such as credit card, private pension, types of deposit, internet banking.At the first chapter, general knowledge at concept of brand and its historical process are given. Brand is severely or combination of name, noun, symbol, design, badge, figure, colour that means to characterize product or service on market for seller or group of seller. Common usage of brand or branding by business is very new development, thus marking takes so long time to become its new level at contemporary marketing. After defining about brand and its concepts, corporate branding is expressed. It can be used intensely by quite a few corporations. Even the name of firm does not given to product, it is pointed out on the advertisement of product and consequently the name of firm gives confidence, guarantee, owing a product with high quality for consumer. The concrete and distinctive differences between products become very little because of stage of intensive rivalry. Thence qualifications belonging to product lose ground so that brand and branding become upper level on application of marketing. Increasing efficiency and determination makes managing brand a current issue. The system of brand management and strategy of branding are formed to identify different variations of products at market by consumers. Also it is elaborated on benefits of branding. Brand usage not only pays attention for producing company, but also for consumers and retailers. For this reason we have to handle it in three dimensions. Brand name and producer can have opportunity to give different price from competitors. But, most of consumers give more money for branded products with respect to not branded or perceived as qualified ones. Legal conservation on brands gained to managements making product to be developed identity so that they can be get an edge over rivals. By increasing rivalry enterprising become in more advantages and can clear away negative price strategies to positive.At the second chapter, brand value is handled. It has been occurred from 1980s and is one of the most popular and important market. Brand value now can be seen as main target at brand administration. Thus, this theme is being the main research subject on application of assigning a brand value. It shows consumers what they think about existing brand, also introduces connection between them and brand. Making connotation about brand gives products and services more value that it has got. Brand value begins at feeling trust that customers gained to the firms which is so important. Because the relationship between customer and brand under fidelity makes person want to buy other products of the same firm in the future. The main point of brand value is customer worth. In the present day it can be looked from customer view and this is getting important at value that brand gives to product. As it is stated at the beginning, the differences have attributed meaning to products of a brand by customers. As you can see they are active participant over composing worth. Brand value focused on customer and financial value also.Basic components of brand value are: awareness of brand, image of brand, brand loyalty and perceived quality. Name and symbol of brand gives meaning to goods or products of firm or its customers. Added values, benefits or trends also play an important role on brand equity. Knowing a brand makes customers to be aware of it by potential customers. Brand conscious means to identify by customers recommending, selection with details and usage of it. Awareness of brand does not only knowing its name today or in the past but also knowing association brand, name and symbol of it at the customer?s mind. It affects customers? perception and attitudes. After all it helps to compose loyalty and selection of brand. Most of the important component while composing loyalty is perception of confidence. Because this determines consumers? decision of buying on brands they will select. They rely on brand that it will fulfil the necessities of them. If they have not a problem after buying it the feeling of trust get bigger by the side of consumers. The desirable result of fidelity of brand is to recommend it the others. Customers gain loyalty to brands if they satisfied after they buy. The consumers who gain experience and share it by the others apologize of the brand products. In the most of time it can be seen that satisfaction is not only a result of brand itself, but also sharing experiences of brand. Therefore the success of brand depends on number of customers who buys products regularly besides the consumers who buy it only for once. Brand association expresses relations that contact sensationally with brand. Associations help to information processing period and especially to remind the necessary information about brand to consumers. Then it can be possible to summarize the brand information easily however it is difficult to be perceived by consumers. Decision of buying and fidelity of brand make provide a basis in this way it gives value to management and consumer. Associations about brand can change person to person and brand manager should be in equal approach. Perceived quality can be also named as estimation of consumer in brand and depends on their estimations, requests. Because of this it cannot be measured in objectively. But, it plays an important role on identifying general sense on brand. This is not its real quality; however its performance has justices about superiority and perfection level as a result of evaluating in subjective way by consumer. It can be identified to designed aim and choices, because of relating directly by decision of buying; it has a huge power to activate marketing components. Consequently, perceived quality is searching the ways to be best around the zone of purchasing power and it can be changeable concept to person to person.At the third chapter, firstly information is given about study?s aim and then presented the scope, borders, procedure, hypothesis, variables, techniques used at data analysis and findings at his example study. Prepared study?s goal is deciding perceived brand at banking sector from individual bank customers in rapid improved and those impressed factors of perceptions. By this research usage, period and frequency of brand with customers? socio-demographic qualifications are practiced to measure over their perceptions about brand value. Because of being a master thesis its basic constraints are time and budget. This study also contains constraints about measurement tools used to acquire data, tested relations, parameters handled at this research. Primarily it is dialed banking sector. The universe is X Bank?s individual customers. Being impossible to reach all of them therefore random sample method is selected. This method means only reachable individuals are enclosed. Thus, survey sheets include customers of X Bank at between 18-24 years old and around the city Istanbul. It is attempted to specific results with primary sources. Research is limited with X Bank and can be continued on fallen outside of financial servicing enterprises and other financial serving brands. In this loan there are four parameters. The first one includes qualifications of brand usage, second one is about customers? socio-demographic qualifications and third one is about frequency of usage. The fourth one is about usage period of brand. In a general meaning, factors at perception of brand equity are numbered as four: being aware of brand name, perceived quality, brand associations and brand loyalty. These four parameters assess with results of prepared questions with using semantic differential ratio. In each category each parameters handled if it has or not a far reaching influence to brand value at components composing perception of brand value. The answers taken after research are shown by the help of standard deviation, tables, and graphics. At the second part of survey likert scaled questions is analyzed to confidence of Cronbach Alpha and for its usage state, frequency, period and demographic qualifications T-Test and Anova Test are used. Consequently being strong significance level between two parameters is measured with T-Test and between more than two parameters are measured with Anova Test.Credit cards are at the first step on used brand of products. Payable accounts are following the credit card and includes all invoice payments, charge, EFT (electronic funds transfer) also it is at second step after usage of credit card. Insurance is at the third step including as products of private pension. The most of customers adhered to research say that they use that brand once a week. It is very important to major for the same customer, for instance more than one financial product usage by one customer, as a marketing activity. It is established that most of the participants use concerned products of brand more than one year. This result is very valuable if it is evaluated over customers at brand and financial sector. Also it shows that it is weighty matter to occur brand loyalty. According to the perceived brand equity over usage of brand, meaningful differentiation on positive way can be seen at customers using brand. Besides this increasing level of income the same result can be seen also. This research can be developed in various types in the future.