|
Derginin Adı:
|
İktisadi İdari Bilimler Dergisi
|
|
Cilt:
|
2011/1
|
|
Sayı:
|
2
|
|
Makale Başlık:
|
THE IMPORTANCE OF BRAND POSITIONING AND APPLIED EXAMPLE OF CREATION OF SECONDARY BRAND
|
|
Makale Alternatif Dilde Başlık:
|
Alternatif dilde başlık bulunmamaktadır. There is no article title in another language.)
|
|
Makale Eklenme Tarihi:
|
10.11.2011
|
|
Okunma Sayısı:
|
1
|
|
Makale Özeti:
|
Crisis experienced in recent years and technological developments shaped the structure and operation of establishments. Increased costs, consumption differences, competition in the market played great roles in restructuring of many producer and distributor companies. Especially new structuring concerning the protection of brand equity and keeping up in free market emerged. Above all, secondary brand positioning and strategic studies in that direction come first. In this study, wine market was discussed as a model; an applied study was carried out on “Yellow Tail” wines. LİKERT scaled survey was applied on persons consuming the products of Yellow Tail Company. The survey was analysed with SPSS-15 program. It was also evaluated in terms of secondary brand equity by discussing sales and production statistics belonging to activities in last three years of Yellow Tail Company in Turkey. Some statistics methods were used in evaluation and results / suggestions were concluded by assessing financial structure, the feature of holding on, demandable feature and similarities with other brands in terms of efficiency.
|
|
Alternatif Dilde Özet:
|
Alternatif dilde abstract bulunmamaktadır. (There is no abstract in another language.)
|