Branding and Technology Management

Dereli, Türkay; Ar, Aybenız Akdeniz; Durmuşoğlu, Alptekin

doi:10.1109/picmet.2006.296750

Cited by 1 publication

(2 citation statements)

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“…It is indicated that because of globalization and advanced technologies, the customers behaviors as well as the competition strategies of companies have changed and will go on to change (Dereli & Durmusoglu, 2006). It is mentioned that the competition by classical strategies such as low cost and high quality can not be achieved, although the customers ask for high-quality and low-cost products and services, and their needs are now rapidly changing, highly specific and customized.…”

Section: Resultsmentioning

confidence: 99%

“…Especially, the companies that are in retail, service, manufacturing and producing technology products require brand management strategy as a key way of differentiating themselves from their global competitors (Dereli & Durmusoglu, 2006, p.1757. In this respect, it is suggested that the companies should focus on to produce innovative and technology products as well as they invest on branding and implement an effective brand management strategy along with their technology investment.…”

Section: Resultsmentioning

confidence: 99%

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The importance of product positioning and global branding for sustaining competitive advantage within the companies’ global marketing strategy

2010

CBR

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In today's globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies' international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies' product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%