Abstract:

Brand is one of the most important elements which distinguishes products and services from its competitors by differentiating. Brand image is whole of consumer impressions of the brand or perceived reatily. Cell phones are mostly used products of university students. As a result of studies in Turkey, Nokia and Samsung were the most preferred brands of cell phones by university students. Brands must know user preferences and brand image perceptions of the target conmsumers so as to be successful in the competitive environment. In this study, the notion of the brand and brand image are discussed and the usage preferences and image perception of communication faculty students towards cell phone brands are analyzed. In addition, it is concluded that there are brand image perception differences according to gender and suggestions related to brand image management are proposed to bussiness.

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