The meaning of “brand” has undergone significant changes over time. It has evolved into a symbol that helps users define their identity and provides information about themselves, in addition to indicating the producer and product quality. As a result, brands now add extra value to the products or services they represent. This has made brands one of the most valuable assets for companies, which invest in them heavily.
As consumers associate their identities with the brands they choose, the competition between brands is now taking place in the minds of consumers rather than in the physical market. The objective is to establish a prominent position and create strong, positive associations in the minds of consumers. Thus, the strength and value of a brand are directly connected to these associations. In this sense, a brand’s image can be defined as the collection of associations that consumers have in their minds about the brand.
To build a positive brand image, it is essential to have well-planned, cohesive, and comprehensive marketing strategies. This is because the messages conveyed by companies can be distorted by external factors such as the media or preconceptions held by consumers. Therefore, it is crucial to use various communication platforms, including sponsorship and corporate social marketing activities, in addition to advertising campaigns, to reinforce positive associations.
Turkcell in Turkey has initiated campaigns to create distinct brand identities for both Turkcell and Hazır Kart brands. These campaigns included advertising strategies, sponsorship activities, and corporate social marketing. To evaluate the impact of these activities, a focus group analysis was conducted in this thesis.
The analysis results indicate that Turkcell’s brand image is generally viewed positively by participants. However, the Hazır Kart campaigns and themes communicated to customers are often viewed as irrelevant or unsuccessful.
Type of the Work : M.B.A Thesis
Language : Turkish
Copyright : Barış Ekdi.
Citation. : EKDİ, Barış (2006) “Marka İmajı Yaratma ve Yerleştirme”, İşletme Yüksek Lisans Tezi, Ankara Üniversitesi Sosyal Bilimler Enstitüsü, Ankara
