Strategic brand management process on international market, an investigation on Turkish brand which operates on international white goods market

International markets are the markets which has high level competetion and variable dynamics. The most effective power in the hands of companies that want to take their place in these markets is their brands. Companies that can strategically manage their brands create strong brand equity and deep ties with customers, which is a success. According to this context, this study consists of a investigation that regarding the strategic brand management process of a Turkish brand on the international white goods market. The investigation part of the study was carried out by making a semi-structured interview type with the Brand Manager at the headquarters of the relevant company in Warsaw. The study is important in terms of setting an example for other Turkish brands that want to achieve success on international markets, understanding the practical equivalent of theoretical knowledge for marketing science, and guiding those who want to make their professional career on international strategic brand management. According to the results of the study, a harmony was found between theory and practice. The study consists of four chapters. In the first chapter, basic concepts of international marketing and brand management are explained. In the second chapter, the strategic brand management process is given in detail. In the third chapter, the literature on the second part was reviewed. In the fourth chapter, the investigation phase of the study is given. In the conclusion part, evaluation of the investigation findings is included.