Brand identity, consumer perception in fashion sector and the case of mavi jeans

In this thesis has been examined the brand identity term considering the consumer perspective. Nowadays, brands are evaluated not only, but also through their emotions and functionality experiences evoked on consumers. The purpose of this thesis is to examine the brand identity concept focusing on consumers in the fashion sector.After the introduction part, the second part covers the general knowledge about brand concept, in the third part the brand identity concept has been examined elaborately by corporate explanations. After examining consumer perception and the relation between brand and consumer fourth part, Mavi Jeans, which is a brand at Turkish fashion sector, has been examined and analyzed in the fifth part. A general evaluation is made following suggestions and conclusion.