Özet:

The brand is the name, symbol, design and all the items that distinguish the products offered by the company from the competitors. One of the most important differentiation tools that distinguish one brand from the other is the brand name. In the success of the brand, the choice of the appropriate strategy and the determination of the brand name is also effective in determining a visual expression style that will remind the consumer of the brand. In today’s world where the probability of non-brand products to share from the market is very low, creating a brand and adding value to the brand requires a long planning process. Today, where the impact of brand value on business value is known, with various methods of calculation being developed for this purpose, it is mandatory for a business to use branding strategies in accordance with its products. If brand strategies are implemented in accordance with the product, industry, market and company’s marketing strategies, the companies will give them the advantage in this competition. Therefore, the brand strategies need to be properly defined and implemented. The aim of this study is to explore brand and brand strategies.

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