The Importance of Brand Equity and Branding in Terms of Product / Service Preference and Internationalization: An Analysis of Civil Air Transportation with Marketing Strategies

Abstract

In this study, by emphasizing the importance of brand equity and branding in terms of internationalization, the effects of quality brand perception and a strong brand positioning on product/service preference in civil airline transportation have been tried to be explained in line with service marketing strategies and through descriptive content analysis method. The data collected from the literature about civil air transport companies with the traditional compilation method have evaluated in detail through descriptive content analysis. According to the results obtained, it has been understood that the customer-consumer satisfaction factors to be obtained from the purchased products/services and their differences from competing businesses should be explained to customers/consumers in detail, and suggestions have been made to civil airline companies in order to be more preferred and gain customer loyalty.