The importance of brand personality in the marketing of sport products: Compararive analysis of Adidas and Nike

In today's digital era, thousands of firms put into practise very different strategies to seek conscious consumer. It is undoubtedly the 'brand' that provides the functionality of these strategies. Markets can exist with products and services that they offer to consumers. They have to differentiate products and services to be permanent in the consumer's mind.They can create this difference by creating brand personality.the concept of brand personality is, in fact, a defense of the fact that brands have characteristics such as personality traits that individuals possess. In this thesis, marketing of brand and sport product is searched based on the literature and the concept of '' brand personality '' is taken into consideration by using the example of Adidas and Nike brands. As a result of the research, it has been revealed why consumers prefer Adidas and Nike brands with different variables.