COMMUNICATION STRATEGIES CONDUCTED IN BUILDING A GLOBAL BRAND CAYKUR AND LIPTON EXAMPLE

Abstract

In order for Turkey to have an effective competitive power in the global market, it is necessary to market its national brands in the world markets as well as producing products with high added value. In order to be successful in an environment where business processes and systems and policies are redesigned in the world, it is absolutely necessary to be in the market with your country's brands. The aim of the study is to determine the communication strategies of global brands and to investigate how our local brands can become global. Our country needs high-quality products with high potential to compete in the global market, and this is only possible by creating a brand identity and image. In this sense, the goal of our local brands is to create our own national brands and present them to the world markets. In this study, communication strategies carried out in creating a global brand were examined in the case of Çaykur and Lipton in accordance with the in-depth interview technique. Global markets are defined as new opportunities, new customers, and the opening up of identity in economic and social areas to the world by going beyond the borders of the country. Our country has many advantages due to its trained human resources and geographical location. In this respect, it is thought that the number of Turkish brands in the global market will increase in the coming years.