Türkiye'de dayanıklı tüketim malları perakendeciliğinde marka stratejileri ve bir uygulama

Nowadays, due to the developments in technology and increasing of the methods and speed in communications; products which can't be differentiated from one another and which could be easily duplicated has been taken the competition to a higher and more fundamental level. And the perpetuation of existences of companies can be maintained only by creating right Branding strategies and by positioning theirselves to a right place in consumers minds.Paralel to these developments in the World inevitably retailing approaches are changing by developing too. And strong effects on consumer behaviers and distribution channels can be seen by the outgrowing of the retailers throughout the world additional by mergering actions.Because of these changes the importance of creating Brand Strategies in sectors which produces technologic products has been increased. The purpose of this study is to explore the Brand strategies of the companies which exists in Durable Goods Sector in Turkey (which is a sector comperatively difficult to differentiate) by researching and by sampling one important company in this sector.Key Words: 1) Brand 2) Retailing 3) Durable Goods 4) Brand Strategies for Durables