Importance of Branding in the Ceramic Sector: A Research in Bilecik

Abstract

In recent years, Turkish companies have taken a very important step and the ceramic industry has become one of the most fastest growing sector of our country. Today, the ceramic industry exports its products to at least 60 countries and ranking ninth in the world in the production of ceramics, continues to increase its competitiveness by using modern technology, quality product and high production capacity. In this regard, to assure the sector's sustainable growth and competitiveness of the ceramic industry export it is required to determine the potential of branding and exporting capacity of ceramic producers. Ceramic coating materials are produced in Çanakkale, Bilecik, Eskişehir, Kütahya, Uşak, Izmir, Manisa, Aydın, Çankırı and Yozgat provinces in Turkey. 49.82% of all facilities are in Eskişehir-Bilecik-Kütahya regions. As can be understood from this figure, the sector contributes a significant proportion of our Foreign Trade Balance. In this respect. In this study, it is aimed to reveal the importance given to branding by ceramic companies operating in Bilecik and the barriers to branding of firms. As a qualitative method face to face interviews were held through in depth interviews with 5 big businesses managers/owners of Bilecik provinces within the scope of the study. According to the results of the research, businesses attach importance to the issue of branding but they pointed out that the branding is not very important to the national scale. In terms of export capacities, almost all of the participants stated that branding is a very important tool which contributes to their export performance.

Keywords: Ceramic industry, branding, branding barriers