Edited By Corina Daba-Buzoianu, Hasan Arslan and Mehmet Ali Icbay
The Effects of Culture on Marketing Communication in Positioning: An Examination Regarding Yandex Positioning in the Turkish Market
In today’s world, expectations and purchasing habits of the consumer differ from one group to another and even from one person to another. As a result, a brand should approach a country market and the different groups of the very country with different strategies. In the competitive environment arouse from the factors like changing structures of the society, technological innovations, developments, a concept, brand comes into prominence as the element provides preference of the products.
Creating a qualified product and a positive brand evaluation is the first step of the brand construction. The place of the concepts of quality and perception of quality is the consumer’s mind (Can cited from Riesand Ries Can, 2007: 229). The name, the package, the product, and the emotion it awakes in consumer are the properties that help products differ from competitors and branding.
If we look at the old definitions of the term brand, we observe a link to the term “to burn.” In fact, the word brand derives from the ancient Scandinavian word brandr (to burn). In that age, farmers used to sear the animals which is the first use of “branding.” The aim is to define a product and provide a way to distinguish it. Today, in definitions of brand, we read in dictionaries that the aim is to distinguish. This is described as “the registered trademark” (Borça, 2013:4). Pointing to the brand as a concept that has a distinguishable part...