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Connect With Your Management On-The-Go

In collaboration with Simal Celikkol

Edited By Mehmet Naci Efe

A challenging journey for managers to succeed by following 13 paths… Visionary and curious academicians sailing to new horizons…Yes! The journey is long, tiring but how success is easily achieved? There is no change without pain! Management on the Go covers different aspects of today’s management which can be both used as a handbook by executives who want to keep up with the pace of scientific advancements, as well as a road map for academics to turn towards innovative management systems.

You are invited to embark on a journey from topics that have become outdated in the literature to approaches that will arouse excitement and curiosity about future. Each chapter is written based on sector experiences by 13 academicians located in 5 different universities in Turkey and now reaches you dear readers.

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Chapter 6 Online Brand Management: Dilaysu ÇINAR


Dilaysu ÇINAR

Today, the structure of trade has changed dramatically with the rise of websites and portals that provide specific information about manufacturers and potential customers of a good or service (Hagel and Singer 2000, 149) and this situation has revealed the need for companies to brand their goods and services online. Similarly, branding is becoming more and more important for businesses because many business failures that occur on the web are associated with bad branding and the internet access of individuals around the world is increasing day by day. Since the mid-1990s, businesses that operating just in the online environment and traditional businesses that tend to operate online environment have tried to gain the consumer by using both traditional and developing branding models. At the said time, it is observed that most businesses focus on innovation strategies rather than long-term branding strategies. However, today, it is necessary to create a strong online brand with innovative strategies in order to survive in an environment where competition is very intense, to ensure consumer loyalty and to gain more market share (Yan 2001, 188). Because brands represent the consumers’ awareness and feelings about a product or service and performance, and therefore they are considered as the strongest assets that represent the core of the company and surpass the material assets of the company (Kotler and Keller 2006, 132).

In the traditional sense, branding can be expressed as creating value by presenting remarkable offers by companies and creating customer...

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