The category with the highest awareness quotient is white goods, the study found, while the biggest drop in awareness is registered for cars. In corporate terms, last year's leader Koc Group dropped to second position. Arcelik, which ranked third in 1999, climbed to the top and Sabanci Group slipped to third from second in 1999.
The study was conducted in Turkey's three largest metropolitan cities -- Istanbul, Ankara and Izmir -- and involved 1,401 brands in 77 product categories.
Copyright January 2001, Crain Communications Inc.