MEASURING THE BRANDING LEVEL OF INDUSTRIAL ENTERPRISES AND A FIELD RESEARCH

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In recent years, companies which operating in industrial markets, reach a certain scale and level of knowledge such as businesses operating in the consumer market also they give more attention to be institutional and branding. However, existing models of branding is for the consumer markets, therefore branding efforts is getting problematic for the industrial markets. The purpose of this study is help to industrial enterprises for branding dynamics before pre investment decision. In the research, product types and structures, depending on the scale of industrial enterprises in the interest levels of branding and their reasons have been identified. A set of sample; manufacturer of industrial enterprises operating in the province of Ankara within the snowball sampling method was chosen. Suitability of the qualitative and quantitative data collected is analyzed through Shapiro-Wilk Test. It was revealed that the size structures, product types and thus their final proximity to customers are the most important factors in adopting brand strategies. It was also found that industrial companies, in line with their internationalization level, pay more attention to establishing brands and invest more in a gradually increasing manner in order to attain a sustainable trend of growth.

128

Industrial Branding , Brand Motivation Level.

Journal Of Commerce an‎d Tourism Education Faculty

143

Journal Of Commerce an‎d Tourism Education Faculty