EVALUTION OF BRAND GENDER IN TERMS OF VARIOUS BRANDS AND SUGGESTIONS FOR MARKETING STRATEGIES

The brand gender has begun to be investigated as a new concept in our country and there have not been many studies in this issue in the Turkish literature in spite of numerous researches carried out under many headings such as brand value, brand identity, brand personality, brand associations, symbol of brand, and famous usage in brands. Gender is used as a good segmentation tool in traditional marketing methods. This concept, which is based on the assumption that there may be gender in the brand, just like people, will give the brand a market advantage and a strong positioning if the gender of the brand matches the gender of the buyer. Various brands were asked in this study and it was tried to find out the gender of each brand. Correspondence Analysis was used with descriptive statistics and it was tested whether the perceived gender of some brands changed according to demographic factors and whether there was a relationship between demographic factors and perceived gender. As a result of the study, the perceived gender of the brands is expected to change according to the demographic factors. It is expected that this paper will contribute to the field in Turkish literature and carry out a preliminary study for future researcher