Browsing by Author "Demirdelen, Ozan"

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    Master Thesis
    An Examination of Brand Identity and Brand Image Relationship: An Analysis on Hanimeller
    (Kadir Has Üniversitesi, 2018) Demirdelen, Ozan; Kurultay, Ayşe Binay
    This thesis aims to explore how brand identity created and how this identity communicated to do consumers in order to create planned image at consumers. Brand is one of the most valuable commercial assets of companies; success of brand depends on developing a good brand identity and transmitting this identity to the consumers with a proper communication. Study adopts quantitative methodology. Data has been collected from the results of a deep interview with a marketing director and content analysis of TV commercials of a brand. At first phase of the research, a in-depth interview conducted with marketing director that covering; brand identity, market conditions and competition. In the second phase, A content analysis done with TV commercials and press statements. Significant findings were observed to enforce that developing a right brand identity and communicating this identity via right brand associations have great positive impact on brand's success.