Genel,Z.2024-05-252024-05-252019978-179980259-41799802574978-179980257-010.4018/978-1-7998-0257-0.ch0032-s2.0-85077836309https://doi.org/10.4018/978-1-7998-0257-0.ch003https://hdl.handle.net/20.500.14517/2439Globalization and developing communication technologies have shaped the approach and expectations of consumers towards brands, and this has necessitated the transformation of communication practices into widening approaches in marketing rules. There are many studies on marketing communications; most of them are based on the marketing perspective. This chapter explains marketing communications practices in the scope of the fundamental communication discipline. In this scope, the branding communications efforts of two leading Turkish private labels retail as brands as examined as a case study with the light of field research. The chapter is a contribution to the studies in the marketing communications field with the perspective of the communication discipline. © 2020, IGI Global. All rights reserved.eninfo:eu-repo/semantics/closedAccess[No Keyword Available]Book Part39601