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Abstract


SOLUTION PROPOSALS FOR DETERMINATION OF BRAND POSITION STRATEGIES AND GOAL MARKET SELECTION AND CONSIDERATION STORAGE TROUBLES BASED ON CONSUMER DETECTION
While consumers try to increase their utility with the products they buy, on the other hand, the suppliers try to multiply their own benefits by generating sales income and profits. Rapid change in the globalizing world and information technology has increased the similarities of the products produced in series and masses especially based on technology, so it has become important to establish brand strategies to create awareness in consumers and to create a brand image that creates a positive connotation. On the other hand, it is important that the positioning of the brand be realized at the optimum level in terms of determining the advantages offered by the brand and the brand promise, and the strategies used in marketing plans should be supported by positioning strategies. A successful brand positioning can be achieved through the determination of the target market and the good understanding of the product created on the consumer. With the developing technology, consumers can now have detailed information about the products offered to the national or international market. The determination of the perceptual levels of consumers is of great importance in the creation of positioning strategies as well as in the creation of repositioning decisions. Thus, by creating appropriate changes to the consumer expectations on the products that do not create the expected effect in the consumer, the additional costs that give the product a competitive edge can be created and the costs to be drawn from the market can be eliminated. Positioning decisions that are constrained by the prejudice to the narrow effect of gratification are now supported by systems that are not able to detect perceptual situations. Within the scope of the study, the concept of positioning of the brand, the effects of the positioning concept of detecting the customer perceptions supported by the target market selection and market research in the positioning based strategies will be examined at the theoretical level. It is a qualitative study in terms of the method of work and presents a descriptive and descriptive framework for the topic. The unique aspect of the work is the in-depth analysis of detection maps, which provide a broader positioning strategy plan, as part of positioning.

Keywords
Brand, brand positioning strategies, perception maps.


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