Brand Management and Retailing
Chapter from the book:
Aykaç,
Ö.
S.
&
Yılmaz,
A.
(eds.)
2024.
Marketing and Retailing: Transformations of the Digital Age.
Synopsis
Brand Management and Retailing is one of the important and critical issues that businesses need to understand well in order to keep up with rapidly changing market conditions, gain competitive advantage and have a large market share. Brands must develop effective brand strategies in order to achieve success and sustain the success they have gained. Brand management emerges as a process that shapes the brand's value and image. However, brand management becomes successful when it is implemented alongside retail strategies. Retailing is the way a brand interacts with consumers. Therefore, retail strategies must reflect the brand's value and image.In this section, we will examine together the ways that brands can be distinguished with appropriate strategies in line with the ever-changing needs and expectations of consumers. In this way, brands can gain a competitive advantage, be more preferred in retailing and increase their sales.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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Copyright (c) 2024 Ömer Sezai Aykaç, Aykut Yılmaz; Ömer Sezai Aykaç, Tarık Yolcu, Eda Kutlu, Merve Türkmen Barutçu, Hazel Mihriban Kaynar, Burçak Başak Yiğit, Aslıhan Yavuzalp Marangoz, Nazlı Pehlivan Yirci, Selcen Vodinalı, Seda Gökdemir Ekici, Didem Demir, Aykut Yılmaz, Faruk Dursun, Emre Yıldırım