A Theoretic Approach to History of Brand and Brand Strategies

Abstract

Trademark, in todays conditions where competitive environment is getting harder and harder, is not only a name; but also, as products ID, a tool for business which is constituted in the mind of customer and guides the customer in the process of buying. Today, trademark does not seem to be a tool for trading as different from goods and service, and is categorized in the long-term asset. Trademark Strategies are really important for business firms that have large product range in the issue of sustainable competitive advantage pushed up by the trademark. In this respect, in this study firstly information about trademark and sproperties of trademark were given; and then the types of trademark and trademark strategies were handled.