Akademik Veri Yönetim Sistemi
20th Annual World Business Congress of the International-Management-Development-Association, Poznan, Polonya, 3 - 07 Temmuz 2011, cilt.20, ss.414-421
Competition has become an important factor in the market for companies which realize that not only financial but also psychological differentiation is neccessary. In this context, firms investigate ways to offer more valuable goods and services in a unique position in the eyes of customers. Thus, companies position their own brands and they try to have a positive image in the minds of consumers. Therefore, the concept of "brand" plays a key role at firm success and its sustainability in the long run. Within the framework of this study, first, brand concept is presented in general definitions, and then the study focuses on "brand equity". Other concepts used together with brand equity are also evaluated on the basis of different approaches to understand the concept better.