The emotion map of brands

Key findings

1. Top-of-mind brands by sector: Fiat in automotive, Ziraat Bankası in banking, Samsung in technology, Turkcell in telecoms, Ülker in food, Burger King in restaurant chains.
2. Arçelik leads white goods, LC Waikiki clothing, adidas footwear, Nivea cosmetics and Turkish Airlines transport.
3. “Joy” is the emotion linked to the most brands; two banks appearing among clothing and technology brands stands out.
4. Eight brands stand out for trust, led by clothing brands; Nivea and Zara are the international names on the list.
5. Surprise is linked only with Burger King and Ford; hope only with Flormar and Starbucks.
6. Fiat, LG and Vodafone are linked with sadness, and Türk Telekom with aggression.
7. No brand is linked with anxiety or discomfort, suggesting consumers do not give mental space to brands that evoke negative feelings.

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