A TEORAT CAL APROACH TO THE CONCEPT OF BRAND

In today’s competitive conditions, beyond a name, brand is a business asset which adds an identity and personality on products, takes shape with consumer perceptions, guides consumers about product preferences. Brand is a tool that forms and shapes relations between consumer/buyer and business. A brand is not a physical product or an intangible service offering. The importance of branding has increased recent decades. The brand is today more important than previously and this is especially true for the global fashion industry where marketers market the brand rather than the traditional products. In this study, theoretical explanations about brand and brand management, which became pretty important topic in today’s business world, are made, and studies in the related literature about brand are discussed. In this study, how brand factor affect consumer behaviors in Turkey with the participation of 1286 people in the provinces through interviews.