Brand awareness from brand value elements: An application in the defense industry

The concept of brand is positioned in a place that is highly valued for marketing today. Although brand concepts seem like an inseparable whole, when all concepts are examined one by one, the concept of awareness, which has a very important place, is separated from other concepts and is located in a different place. Brands have to develop and update this importance day by day in order to ensure sustainability. The branding process is a continuous and sustainable process applied to establish a strong bond between the products produced and the buyer. The concept of logo is the most important weapon of companies in maintaining this process. Since the company does not always have the opportunity to explain its mission, vision and success, the logo will be the unwritten corporate identity of the companies. In this study, the concept of brand and brand value will be examined and in addition to this, the concept of logo, which is very important for a brand, together with the means of creating brand identity will be emphasized. The main purpose of this study is to reveal the connection of brand awareness in the logo works of four big companies in the defense industry sector and to observe that demographic characteristics such as gender, occupation and age can cause differences in the expectations of individuals. In addition, while the balance and importance between logo and brand awareness are included in the study, it will also be observed how successful or unsuccessful they are in reaching these goals and targets as a result of the survey evaluation.