The aim of this study is to present a stunning example of how an ordinary product of an intensely competitive market can be transformed into a successful brand through the positioning and marketing innovation. In this context, as a brand of the Boyner Holding (one of the largest operators of the non-food retail sector in Turkey) T-Box was discussed as a case study. Within this research, T-Box brand was analyzed within the framework of marketing theory, brands’ innovative marketing strategies and practices were determined, the reasons for success were revealed.
Case study, marketing innovation, T-Box brand, Turkey.
Author is with the Department of Advertising and Public Relations, Karadeniz Technical University, Turkey (e-mail: cigdem.basfirinci@ gmail.com).
Cigdem Basfirinci, "
Creating a Successful Brand through Marketing Innovation: A Case Study of T-Box from Turkey," Journal of Economics, Business and Management vol. 4, no. 7, pp.