Author(s): Aysel ERCİŞ** Yıldız ÇELEBİ

In today’s market by increasing competition and similarities between products, strategies for the brand has become the most effective weapon of the companies. Because functional differences between products is not sufficiently enough to cope with the rivalries, the companies have looked to the brand as a strategic variable. For this reason, the companies have started to be constructed their differentiation and positioning strategies depending on symbol, emotion and other meanings. In spite of increasing of the number of branded products, the reduction of differentiation made the conception of brand personality more important. Consequently, companies by attributing to the personalities the consumers adopted to the brand, a bond between consumers and the brand have formed. One of the most important purposes for the companies is that how the brands is positioned in consumer?s mind and the determination of how they are perceived. The aim of the study is to determine how consumers perceived and positioned brand personalities of household appliances. According to the results of the study, it was determined that brand personalities of perceived of household appliances companies and positions of this brand personalities became different.


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