Brand awareness and brand loyalty in the concept of competition

The aim of this study is to examine the concepts of brand awareness and brand loyalty in the context of the concept of competition within the scope of the relevant literature. The study is designed to reveal the relationships between the concepts of competition, brand awareness and brand loyalty and to offer suggestions for improving this relationship. As a result of the study, it was concluded that companies with high brand awareness and brand loyalty are one step ahead of their competitors in gaining competitive advantage. In addition, it is seen that the awareness of the consumers in the eyes of the consumers increases with the increase in the business performance of the enterprises that successfully implement the competitive strategies, and this situation is reflected in the loyalty.