REFLECTION OF ÜLKER ÇOKONAT ADVERTISEMENTS ON THE BRAND IMAGE

ÜLKER ÇOKONAT REKLAMININ MARKA İMAJINA YANSIMASI

Abstract

The role of the brand in influencing the consumer about a product is great. It is seen that the quality of the product that the consumer will buy, the way it is used and this situation is not a need but a desire and desire orientation. Consumers who pay attention to the health and quality of the product while buying the product are more involved. Before purchasing the product, the consumer should know the brand of the product and the impact of that product on the brand image. If we consider the effect of technology, it will be instrumental in ensuring the reliability of this product with advertisements and promoting the product to reach a wider audience with technological tools. The effect of advertising on brand image; consumers will receive a quality advertisement with understandable advertising slogans, icons, logos or packaging. It is seen that many brands, including the Ülker brand, are in competition. Many brands are working more than once to get ahead of other brands in terms of advertising. In this research on our brand, we investigated the role of Ülker Çokonat advertisement in the effect of brand image. Our priority is to emphasize the brand image and to talk about the features of Ülker Çokonat that distinguish it from other chocolate brands and its effects on brand image. Ülker Çokonat was concluded by analyzing how it would reflect the brand in advertisements. The results of Ülker Çokonat's promotional advertisements, the parameters used in the advertisement, the advertising features that stand out from other products that the product is equivalent to, and the effect of these features on brand image are discussed.