Abstract:

Purpose - Brand heritage is considered as one of the future priorities in brand research. The traded brands have long life and sustainability as proof of the reliable values and performance of their products. This article, focused on the food sector, aims to investigate the factors and methods that pay attention to in the creation and continuity of the brand heritage. Method - The study is carried out with the study of the situation (example event) which is one of the quality research patterns. Through deep discussions with the representatives of the trademarks in the food industry, questions were asked about the strategies for the creation and sustainability of the trademarks were asked. In total, the interviews were conducted with representatives of 12 companies and the interviews questions were prepared using the five key components that Mats Urde presented in literature about the trademark heritage. The given answers were analyzed using the MAXQDA 2018 program with content analysis, which is the quality data analysis method. The findings are among the founding foundations that the representatives of the company with the trademark have made their trademarks a way of life and they have created the concept of the trademark with the five basic components that Urde indicates. The concept of brand heritage is a concept that has begun to find a new place in literature, especially in our country. When the studies were conducted, it was found that there was a very few research prepared from a consumer, not a management point of view, in the field of brand heritage. Therefore, it is estimated that the work we do will make a significant contribution to literature in the field of strategic brand management in our country.

Keywords: