Brand Management Strategies For Furniture Enterprises: Case Study Of Ordu And Giresun

Abstract

In today's dynamic business world, enterprises which are innovative, open-minded, knowledge-creating can keep their assets as powerful players on the market. In this challenging competitive environment, enterprises need a realistic and sustainable vision. Sustainability, recognisability and easy accessibility are important for enterprises. One of the necessities for achievement is an effectively managed brand. Creating effective brand value in the domestic and foreign markets requires strategic moves. Branding is one of the most critical concepts for businesses to reflect themselves and reach their customers. In this study, it is aimed to determine brand management strategies of furniture enterprises in Turkey. Accordingly, current branding works, brand assets, brand related future plans, how enterprises see their brands in comparison with other brands in the sector, and their views on how their brands are transforming have been determined. In this context, data were collected with survey method from 45 furniture enterprises in Ordu and Giresun provinces in Black Sea Region, Turkey. As the result of the analysis, 78% of the enterprises have the moderate technology. The results show that Ordu and Giresun furniture firms are in good communication with their customers, they perceive their expectations / demands, and are easily accessible. 89% agree that it is important to pay attention to the feelings and needs of the target group and to recognize them well. 73.3% of the companies are producing content on social media in the name of branding. It is clear that most popular social media tools are Facebook and Instagram.