EMPLOYEE-BASED BRAND EQUITY: WHY ANKARA UNIVERSITY, TOMER BRAND IS SO STRONG?

ULAŞ D., Tuzcu A., Satici E.

IISES 3rd Business and Management Conference, Lisbon, Portekiz, 22 - 25 Mart 2016, ss.265-278 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Doi Numarası: 10.20472/bmc.2016.003.024
  • Basıldığı Şehir: Lisbon
  • Basıldığı Ülke: Portekiz
  • Sayfa Sayıları: ss.265-278
  • Anahtar Kelimeler: employee based brand equity, brand loyalty, brand identity, SWOT, focus group, SERVICE BRAND, BEHAVIOR
  • Ankara Üniversitesi Adresli: Evet

Özet

Ankara University TOMER (Ankara University Turkish and Foreign Languages Research and Application Center) has been established as "Turkish Education Center" in 1984 for the purpose of performing service on the issue of teaching foreign students a large number of languages, primarily the Turkish language. As from the date TOMER has started its activities until today, numerous public and private qualified establishments wishing to benefit from the value carried by the name TOMER, sought for using this name. Ankara University, is the pioneer establishment which is the creator of the name TOMER and which contributed that name in gaining dignity and value. In order to protect this name Ankara University, for the registration of TOMER brand name made an application to Turkish Patent Institute on 25.05.2010, the form of "Ankara University TOMER 1984" has been registered on 19.07.2013 and the name TOMER has been registered on 13.08.2013. With the completion of the registration process, the rights of usage of TOMER brand name has been solely pertained to Ankara University.