Özet:

Brand plays an important role in distinguishing, introducing and promoting products and Being an international brand is a long way, including successful design, high investment, effective promotion and distribution. When it comes to the fashion industry in Turkey, the number of firms that can achieve this is limited. When we look at the countries that dominate the world in industrial and commercial aspects, we see that the multinational companies in these countries are worth billions of dollars. Branding is a process and consists of many components. At the same time, the brand also refers to the logo and name used by the company and also the feelings and thoughts carried by the consumer about their products and institutions. The components such as name, symbol, color and shape of the mark in the design process appeal to the visual perception and add strength to the brand value. Just as brands have different names, they have different symbols, and sometimes people recognize this symbol better than brands. In this study, the differences between brand symbols which have an important place in the international fashion sector and names, symbols, shapes and colors used in Turkish trademark symbols will be analyzed using the literature survey method.

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