Brand building process of products and an application

Building brands is one of the most important ways of differentiating the products and making the consumers loyal to the product. This research work introduces the main phases of brand building process. The aim of this research is to determine the applications of the firms through this process, which are in the ranking list of ?Turkey?s Top 500 Industrial Enterprises?, which is created by stanbul Chamber of Industry. The concepts of product, service and brand; the main factors that affect brand building process and the brand building process itself are the extent of this research. In the extent of brand building process; brand identity, brand personality, brand name, symbol and slogan, the positioning of the brand and the marketing communication methods of the brand are introduced. In the application part of the research there are analysis of the findings about the applications of the firms in the list. The data is collected by questionnaire method from seventy firms in the list. The data is analysed by descriptive statistics, one-way ANOVA, Pearson correlation test and Kruskal-Wallis test. In conclusion, it is found out, that the firms differ in brand building proccess according to their places in the list. Another finding is that, there is a correlation between the brand building process and the perceptions about the components of the brand identity. The evaluations of the firms about the characteristics that the brand name supposed to have and about the usage frequency of the marketing communication methods are also found out. According to the findings it is adviced that the firms should be analysed in respect of the main factors that affect the brand building process. For sector-specific comments it is adviced that this kind of research sould be made by classifying the firms by sectors. Keywords: Brand, brand identity, positioning of the brand, brand personality, brand name, brand symbol, brand slogan, the marketing communications of the brand