TÜRK DERİ HAZIR GİYİM SEKTÖRÜNDEKİ KÜÇÜK ÖLÇEKLİ İŞLETMELERİN MARKALAŞMA DÜZEYLERİNİN ARAŞTIRILMASI
A RESEARCH IN SMALL-SIZED ENTERPRISES IN THE LEVEL OF BRANDING IN TURKISH LEATHER GARMENT INDUSTRY

Summary/Abstract: Trademark is defined as a distinctive notion of a group of words, a letter, a symbol, a figure, or a combination of all these. It differentiates products from services, and describe and give information about them, as well. Today it has turned into a determining factor in power of competition in such an atmosphere in which technology could be imitated in a very short time. Trademarks are of great importance both to manufacturers, intermediaries and to consumers and communities in markets in which very many products physically not so different are available side by side. For businesses, trademark is a remarkable tool which is used to create a demand for and obsession with the product, differentiating the product from similar rival ones. It is expressed in many studies that the most effective solution is branding to maintain and increase market share in intense international competition for the leather garment enterprises which is an important sector of Turkey.

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