Istanbul -- Koc Group's white goods brand Arcelik is the best known brand name in Turkey, according to an annual study conducted by ACNielsen ZET, Istanbul. The Brand 2000 study identified the four most recognized brands as white goods and consumer electronics products. For the first time, Unilever's detergent brands Omo and Omomatik, and jeans brand Mavi Jeans, rank among the Top 10. Meanwhile, Procter & Gamble Co.'s detergent brand Ariel and Profilo's white goods brand AEG, both previously ranked highly, fell out of the top ranking in 2000.
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.