Marka Özvarlığı ve Reklam İlişkisi

Abstract

The similarity between many products and the opportunity of putting similar products on market in a short time with the help of technology, increase the competition between brands. With the increase of consumers? choices, the brand preference has been becoming more and more difficult day by day. With this variety, customer loyalty has been decreasing. Accordingly, the brand executives try to make a difference by creating an emotional bond between the brand and the consumers and they also try to create an image of their brand in consumers? minds. By putting some elements related to the brand all together and creating a brand manner, the concept of brand equity occurs in consumers? minds. Advertisement is one of the most important means of creating brand equity elements. Brand is able to evoke emotions by using Advertising Appeals. With this mission, advertisement has an important role in emotional transfer between the brand and the consumer. Tv commercials, which are still accepted as the most effective advertisement method for reaching large masses of people, have an important role in creating brand equity. In this study, the effects of the TV commercial, `Hayat Paylaşınca Güzel?, on the elements which create brand equality of Turkcell are presented by analysing this commercial in which the new logo of Turkcell is also presented; in this respect, the concept of sharing is owned and used for creating an emotional bond between Turkcell and its consumers.