EMPLOYEE-BASED BRAND EQUITY: WHY ANKARA UNIVERSITY, TÖMER BRAND IS SO STRONG?

Abstract

Ankara University TOMER (Ankara University Turkish and Foreign Languages Research and Application Center) has been established as ?Turkish Education Center? in 1984 for the purpose of performing service on the issue of teaching foreign students a large number of languages, primarily the Turkish language. As from the date TOMER has started its activities until today, numerous public and private qualified establishments wishing to benefit from the value carried by the name TOMER, sought for using this name. Ankara University, is the pioneer establishment which is the creator of the name TOMER and which contributed that name in gaining dignity and value. In order to protect this name Ankara University, for the registration of TOMER brand name made an application to Turkish Patent Institute on 25.05.2010, the form of ?Ankara University TOMER 1984? has been registered on 19.07.2013 and the name TOMER has been registered on 13.08.2013. With the completion of the registration process, the rights of usage of TOMER brand name has been solely pertained to Ankara University. TOMER has spreaded to countrywide with nine branches and one entity established abroad, continue their education and research activities. TOMER gives Turkish courses in Ankara (K?z?lay and Yeni?ehir), Istanbul (Taksim and Kad?koy), ?zmir, Antalya, Adana, Bursa and Samsun branches. Also TOMER provides contribution to foreign language teaching field in Turkey. The employees skills and knowledge which provide the competitive advantage for an organisation. The aim of this study is to understand how TOMER brand is interpreted from the employee?s ideas, feelings, emotions in relation to brand experience. In order to investigate employee based brand equity, focus group has been conducted. For this reason the strengths and weaknesses of TOMER revealed through SWOT analysis in focus groups using six branch of TOMER. We analyzed data by grouping respondents? answers, classified answers into categories and prepared a report. Thus, the tools enabling the elimination of the weaknesses for decision makers, and enabling the use of strengths more effectively as a competitive tool, could be developed.