Brand personality comparison: A study in the alcoholic beverage industry

In an increasingly competitive environment, enterprises are developing strategies to differentiate their products from other competing products and to make a difference. The concept of brand and brand personality that we come across here provides businesses with this benefit. The concept of brand personality suggests that every person, as it were, has a personality in their brand. In this study, it is aimed to determine and compare the brand personality traits perceived by consumers of Efes Pilsen and Türk Tuborg brands. When the literature is examined, there is no study that deals with the alcoholic beverage sector with a comparison of brand personality. 326 valid data were obtained from students studying at Muğla Sıtkı Koçman University Fethiye Faculty of Business in the research using survey method as one of the data collection techniques. The obtained data were analyzed using the SPSS statistical data analysis program and the brand personality perceptions of the participants were revealed. As a result of the analyses, it was concluded that there are significant differences in the brand personality characteristics of Efes Pilsen and Türk Tuborg brands. Keywords: Brand, Brand Personality, Alcoholic Beverage Industry, Efes Pilsen, Türk Tuborg