Özet:

Since the concept of the brand is a topic highly researched by researchers in this direction it has felt the need to explain how many concepts closely related to the brand, such as brand image, brand equality, brand loyalty, brand positioning and brand identity, have developed the brand. The research was carried out on Burdur Bahçeşehir College, the only private school in Burdur province. The research has been conducted to investigate the perception of the brand identity of the parents to the Burdur Bahçeşehir College. For this purpose, the brand identity characteristics have been evaluated using the brand identity scale adapted to Turkey. The survey was conducted on the Internet and the survey was conducted with the participation of 403 guards. The findings were evaluated with the SPSS 18 package program and the results were interpreted. The data was found to be appropriate for normal distribution and in data analysis; factor analysis, reliability analysis, T-Test and correlation analysis were used. According to the research, the three brand identity dimensions that stand out in the perception of the guardians towards Burdur Bahçeşehir College; management and training staff, campus substructure and sales holding efforts and marketing communication activities have been named. Burdur Bahçeşehir College’s detected brand identity levels are analyzed by the results and factor dimensions are calculated by the arithmetic average and standard deviation values, with the three factors having value above the average, the factor ‘Campus substructure and Sales Maintenance’ is at the highest level and this factor is followed by the factor ‘Management and Training Staff’ and ‘Marketing Communication Activities’ respectively.