Brand management in order to take an advantage in international rivalry

Marketing function has established and started to use in full power its own strategies in its own battlefield within the current economic system. Consumers encounter everywhere and every time some or perhaps the vast majority of these strategies that are being used. These strategies sometimes appear as a famous actor or actress, sometimes as a package color or sometimes as a melody wandering around in our minds. Consumers or in other words the final deciders, facing a variety of the strategies used by marketing to affect them, fall a prey to temptations of a marketing strategy. Being encircled by the strategy, they often cling to a brand they know and trust to find a way through. In this context, in order to acquire perception of the consumer within the whole catastrophe and extremely competitive environment, a good or a service has to present itself to the consumer and establish a private link with him or her. The name of this invisible link is BRAND. In this study, I will try to make the definition of brand mark concept, which is the strong and hidden link between a good or service and the consumer. In addition, I will try to explain how to establish this very link and how the firms can use the brand name and brand name management to find a way through the current dense competition within international service sector. This study also aims to set out difficulties of branding, which is the biggest ideal of the firms, and the ways to get rid of them through concrete examples cited under some parts of the study. After laying down the basic concepts of brand and branding, through giving the special sample of ?Turkish Airlines?, I will analyze the things that a service provider firm should do to achieve success in this area