The effects of brand positioning strategies on brand awareness: A research

Remembering of a brand as a choice in shopping preferences and increasing of that brand's chance of purchasing is called as "brand awareness". In this study, we examine the brand awareness from the point of "brand positioning" that has a great impact on the building on brand awareness. In this study, we research the effects of brand positioning strategies of companies and its effect to brand awareness of those companies. With this purpose we used four mostly used brand positioning strategies to identify the sportswear brands positioning strategies and the effect of those strategies to brand awareness of those brands.