The influence of the slogans on the brand associations and one research

The features of products that differentiate among the products have started to lose their importance as the competition conditions change and get harder in line with the globalization and the dazzling developments in technology. In today?s world, the difference between the brands is the difference in the mind of the consumers rather the difference of that product. Therefore, the brands target at and work up being permanent in the minds by means of distinguishing names, smartly arranged word plays, slogans, visuals (logo), character and symbols.To that end, the brand associations, explained as the effort of the enterprises to get the consumers embrace their brands and to have a place in the mind for such brands, have multi-way and significant functions in terms of marketing communications. The application of the correct brand associations will make it easy for the consumers to remember the brands; recognize it and prefer; and this will eventually lead to the competitive power of the enterprises in the new economic level. Right at this point, the enterprises have to advertise in order to create demand for their brands, to have a good place in the market and increase the brand equity by getting benefit from the brand associations and to have a permanent place in the minds of the consumers.The purpose of this kind of a study is the evaluation of the influence of the slogans, which are conveyed via the advertisements of the enterprises to ensure the preference of their products, on the brand associations by the consumers. Further, the purposes of this research include finding out the awareness levels of the brands in terms of creating brand equity, by examining on which sectors in Turkey are the brand associations are more effective.The research has focused on the banking, detergent, white goods and sneakers sectors, and the students of the Faculty of Economics and Administrative Sciences of Gazi University have been covered in the research considering the fact that the youth attach much more importance to the brand compared to the other age groups.In the research, a total of 380 students responded to a questionnaire consisting of 11 questions; the data obtained from these questionnaires have been classified and analyzed by SPSS 15.0. Chi-Square method has been employed in the data analyses.