Personal brand as a new trend: The case of Turkey

With the global increase of trade, the concept of brand has become more important concept both in literature and in everyday life. The brand is no longer used only for the differentiation of products. With the globalization, the scope of marketing has expanded and the concept of brand has also developed. Today, the importance of the brand has become better perceived by both consumers and enterprises. In terms of business, being a brand is one of the most important means' that impresses the consumers and enables itself to be ahead of its competitors. At the same time it is used to distinguish services, places and institutions. These days where competition is experienced in every field, personal brand is a concept to consider by everyone willing to achieve success in both business and social life; not by just famous people. Some factors which led to the creation of the personal brand have arisen. The most significant one of these is that personal brand creates an identity depending on the difference that the personal brand creates among the people, the image of the person, the message given to the target group and all the features that it has. A survey has been conducted with the 3000 participants from different ages, education level, occupations and incomes in order to reveal people who establish themselves as brands in society Data obtained from the survey is examined and by this means it is demonstrated who is seen as personal brand in Turkey whether it shows significant changes compared to the previous year and if it is coherent with the demographic characteristics of the respondents. Key Words: Brand, Personal Brand, Turkey