Enhancıng Brand Value In The Context Of Trout Productıon: The Case Of Elazığ Provınce

Uğur Demirbaş; Nurcan Yücel

Makale detayları

Enhancıng Brand Value In The Context Of Trout Productıon: The Case Of Elazığ Provınce

Yazarlar:

Uğur Demirbaş | Nurcan Yücel

Yayıncı:

Fırat University

Ana Başlıklar:

Şehir Ekonomisi ( Kent Ekonomisi)

Dergi:

Fırat Üniversitesi Harput Araştırmaları Dergisi Vol.12 Issue 23, pp.73-93

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001343315

pISSN:

2148-2527

Anahtar kelimeler:

Özet:

 This study was conducted to examine strategies for enhancing brand value in the context of trout production in Elazığ and to determine the necessary conditions for ensuring its sustainability. Based on Treacy and Wiersemas 1997 Value Disciplines Model, the research was carried out through interviews with 20 trout farm owners, managers, and officials from the Elazığ Fisheries and Aquaculture Branch Directorate. The collected data were analyzed to identify the factors supporting the branding process in the trout production sector and to provide recommendations on strategies to enhance the competitiveness of businesses. The research findings reveal that Functional Excellence, Product Leadership, and Customer Orientation strategies play a critical role in increasing brand value. The main challenges faced by businesses include deficiencies in marketing activities, financial sustainability issues, and difficulties in building customer loyalty. In this context, it has been determined that businesses need to engage in strategic planning to enhance brand awareness, adopt innovative marketing approaches, and strengthen sectoral collaborations. The study highlights the importance of brand value in the context of trout production and provides concrete recommendations to businesses operating in the sector regarding market positioning, customer relationship management, and operational efficiency. Based on the findings, it is recommended to expand public support, promote sustainable production models in the sector, and increase academic collaborations.

 This study was conducted to examine strategies for enhancing brand value in the context of trout production in Elazığ and to determine the necessary conditions for ensuring its sustainability. Based on Treacy and Wiersemas 1997 Value Disciplines Model, the research was carried out through interviews with 20 trout farm owners, managers, and officials from the Elazığ Fisheries and Aquaculture Branch Directorate. The collected data were analyzed to identify the factors supporting the branding process in the trout production sector and to provide recommendations on strategies to enhance the competitiveness of businesses. The research findings reveal that Functional Excellence, Product Leadership, and Customer Orientation strategies play a critical role in increasing brand value. The main challenges faced by businesses include deficiencies in marketing activities, financial sustainability issues, and difficulties in building customer loyalty. In this context, it has been determined that businesses need to engage in strategic planning to enhance brand awareness, adopt innovative marketing approaches, and strengthen sectoral collaborations. The study highlights the importance of brand value in the context of trout production and provides concrete recommendations to businesses operating in the sector regarding market positioning, customer relationship management, and operational efficiency. Based on the findings, it is recommended to expand public support, promote sustainable production models in the sector, and increase academic collaborations.

 This study was conducted to examine strategies for enhancing brand value in the context of trout production in Elazığ and to determine the necessary conditions for ensuring its sustainability. Based on Treacy and Wiersemas 1997 Value Disciplines Model, the research was carried out through interviews with 20 trout farm owners, managers, and officials from the Elazığ Fisheries and Aquaculture Branch Directorate. The collected data were analyzed to identify the factors supporting the branding process in the trout production sector and to provide recommendations on strategies to enhance the competitiveness of businesses. The research findings reveal that Functional Excellence, Product Leadership, and Customer Orientation strategies play a critical role in increasing brand value. The main challenges faced by businesses include deficiencies in marketing activities, financial sustainability issues, and difficulties in building customer loyalty. In this context, it has been determined that businesses need to engage in strategic planning to enhance brand awareness, adopt innovative marketing approaches, and strengthen sectoral collaborations. The study highlights the importance of brand value in the context of trout production and provides concrete recommendations to businesses operating in the sector regarding market positioning, customer relationship management, and operational efficiency. Based on the findings, it is recommended to expand public support, promote sustainable production models in the sector, and increase academic collaborations.

 Bu çalışma, Elazığ ilinde alabalık üretimi bağlamında marka değerinin artırılmasına yönelik stratejileri incelemek ve bu değerin sürdürülebilirliğini sağlamak için gerekli koşulları belirlemek amacıyla gerçekleştirilmiştir. Araştırmada; Treacy ve Wiersema 1997 nın Değer Disiplinleri Modeli temel alınarak, Elazığda faaliyet gösteren 20 alabalık işletme sahibi, yöneticileri ve Elazığ Balıkçılık ve Su Ürünleri Şube Müdürlüğü yetkilileriyle görüşme yöntemi kullanılarak çalışma gerçekleştirilmiştir. Elde edilen veriler doğrultusunda, alabalık üretim sektöründe markalaşma sürecini destekleyen unsurlar analiz edilerek, işletmelerin rekabet gücünü artıracak stratejiler konusunda önerilerde bulunulmuştur. Araştırma bulguları, marka değerinin artırılmasında İşlevsel Mükemmellik, Ürün Liderliği ve Müşteri Odaklılık stratejilerinin kritik rol oynadığını ortaya koymaktadır. İşletmelerin karşılaştığı başlıca zorluklar incelendiğinde; pazarlama faaliyetlerindeki yetersizlikler, finansal sürdürülebilirlik sorunları ve müşteri sadakati oluşturma konusundaki eksiklikler öne çıkmaktadır. Bu bağlamda, işletmelerin marka bilinirliğini artırmaya yönelik stratejik planlamalar yapmaları, yenilikçi pazarlama yaklaşımlarını benimsemeleri ve sektörel iş birliklerini güçlendirmeleri gerekliliği tespit edilmiştir. Araştırma; alabalık üretimi bağlamında marka değerinin önemini vurgulamakta ve sektörde faaliyet gösteren işletmelere pazar konumlandırması, müşteri ilişkileri yönetimi ve operasyonel verimlilik konularında somut öneriler sunmaktadır. Elde edilen bulgular doğrultusunda, kamu desteklerinin genişletilmesi, sektörde sürdürülebilir üretim modellerinin teşvik edilmesi ve akademik iş birliklerinin artırılması önerilmektedir.

Makale detayları

Enhancıng Brand Value In The Context Of Trout Productıon: The Case Of Elazığ Provınce

Yazarlar:

Uğur Demirbaş | Nurcan Yücel

Yayıncı:

Fırat University

Ana Başlıklar:

Şehir Ekonomisi ( Kent Ekonomisi)

Dergi:

Fırat Üniversitesi Harput Araştırmaları Dergisi Vol.12 Issue 23, pp.73-93

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001343315

pISSN:

2148-2527

Elazığ

Trout Production

Brand

Brand Value

Value Disciplines ModelElazığ

Alabalık Üretimi

Marka

Marka Değeri

Değer Disiplinleri Modeli

Sayı

Makale detayları

Yazarlar: Uğur Demirbaş | Nurcan Yücel

Yayıncı: Fırat University

Ana Başlıklar: Şehir Ekonomisi ( Kent Ekonomisi)

Dergi: Fırat Üniversitesi Harput Araştırmaları Dergisi Vol.12 Issue 23, pp.73-93

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001343315

pISSN: 2148-2527

Sayı

Yazarlar:

Uğur Demirbaş | Nurcan Yücel

Yayıncı:

Fırat University

Ana Başlıklar:

Şehir Ekonomisi ( Kent Ekonomisi)

Dergi:

Fırat Üniversitesi Harput Araştırmaları Dergisi Vol.12 Issue 23, pp.73-93

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001343315

pISSN:

2148-2527