DETERMINATION OF THE BRAND LOYALTY STRATEGIES BY USING QUALITY FUNCTION DEPLOYMENT METHOD: AN APPLICATION IN THE APPAREL INDUSTRY

Having a strong brand has become an important factor for companies to continue their operations and to reach their targets in today s intense and fatal competitive environment. In this sense, the competitiveness of companies is carried out by the brand/brands they created. The most important indicators of the brand power are the brand awareness and the brand loyalty. The value of brand awareness, brand equity and brand loyalty are increasing more and more, as the markets are turned into brand garbage. For this reason, companies use several different methods to find out their brand equity and depth of their brand loyalty. Quality function deployment is one of these methods and it appears to be a proven technique for solving many different business problems. In this study, the brand loyalty was measured by using quality function deployment method in the apparel industry, where brand and brand loyalty is very important. In the scope of the results, the strategies that are already developed and that could be developed in the future by the companies were analyzed.