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Brand management benchmarking (BMB) for global arena
(Marmara Üniversitesi, 2015) Telli, Gonca; Karamanoğlu Şekeroğlu, Özgür; Kaykusuz, Murat
Enterprisesare essentially required to change and evolve continuously and keep up with the innovations under the fierce competition, which has developed in parallel to globalization in our era. Together with the advancement of the technology, access to information has become more convenient and in a setting with diversified customer expectations, having the best practices to become a leading enterprise or face the competition has become critical.Particularly, it is vital and critical for the companies to pursue innovations on the crucial issue of brand management, accomplish the best practices, and develop their own processes. Benchmarking becomes the key in this respect. Benchmarkingisalsoan important tool, whichis defined as the comparison with the best, learning from the best and integrating those learned and into the structure, processes and culture of the enterprise, as an important tool to increase the effectiveness of strategic management. This study elucidates the structuring of brand management processes -particularly of the enterprises which are globally operating or desiring to act globally-through benchmarking,and quests for an answer to the question of what it reverberates on the organization.