STRATEGIC BRAND MANAGEMENT IN DOMESTIC AND FOREIGN PRODUCTS OFFERED IN TURKISH MARKET AND COMPARISON OF BRAND EQUITY

Branding plays an important role in contemporary marketing and branding strategies, as the key role in the marketing mix, are viewed as a powerful tool to obtain sustainable competitive advantages. This study explores strategic brand management activities of firms on domestic and foreign products and to compare brand equities in the Turkish market and a conceptual framework in which marketing elements are related to the dimensions of brand equity. These dimensions are then related to brand equity. The research results indicate that different marketing mix elements and brand equity dimensions affect the creation of brand equity with different levels of intensity. This study is the first time in Turkish market, which the domestic and foreign firms of the white good sector studied in a comparison way to figure out how the firms create brand equity by their brand policies and how the consumers perceive it.