• ISSN: 2301-3567 (Print)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018); Bimonthly (Since 2022)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKIElectronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, and Crossref.
    • E-mail: joebm.editor@gmail.com
JOEBM 2016 Vol.4(7): 472-475 ISSN: 2301-3567
DOI: 10.18178/joebm.2016.4.7.437

Creating a Successful Brand through Marketing Innovation: A Case Study of T-Box from Turkey

Cigdem Basfirinci
Abstract— 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.

Index Terms— 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).


Cite: 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. 472-475, 2016.

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