The Brand concept and the consumers perspective toward this concept

This study examines brand positioning in Experimental Marketing. Today, marketing is one of the rapidly changing areas in the globalized world. In tins connection, a number of new approaches have appeared, one of which is Experimental Marketing. Firms now have to create brands for their products due to the emerged difficulties in bringing them to the market However, not all branded products are accepted in the market, some of them disappeared even in one day. Under these intensively competitive market conditions, firms are able to promote their products only if they make a well-positioning. This fact marks the significance of brand positioning. Firms have to make a warm, friendly, close to customers and environment friendly brand positioning in the market in which customers face very similar products. In short, mey should reach their customers' hearts. In the light of above explanation, importance of Experimental Marketing becomes obvious. Therefore, in tins study, Brand Positioning is examined from the view of Experimental Marketing. In the application part of this study, it is tried to reveal the position of white goods in the mind of customers in Afyon from the view of Experimental Marketing. Keyword: Experiential Marketing, Marketing Aesthetics, Brand, Brand Positioning