Coherency of Brand and Logo Personality: Sample of Kahve Dünyası
Habibe Yelda Şener, Merve Bişgin

Abstract
The aim of this study is to reveal the coherence of brand and logo personality of Kahve Dünyası. For this purpose, using the data obtained from 500 consumers of Kahve Dünyası, the coherence of brand and logo personality of Kahve Dünyası was analysed with t-test. As a result of the study, assessing the brand and logo personality of Kahve Dünyası in terms of brand personality dimensions, it is seen that competence dimension is expressed with the highest value. Therefore, it is understood that brand and logo of Kahve Dünyası are perceived as “competent”. On the other hand, analysing the mean values of customer perceptions of the brand and logo personality of Kahve Dünyası in terms of brand personality adjectives, differences stand out in “durable, of high quality, sportive, passionate, tempting, agile, liberal, vivacious, economical, family oriented, thrifty, conservative and rebel” adjectives. It is suggested to take differences about these adjectives into account while redesigning the logo of Kahve Dünyası so that coherence between the brand and logo of Kahve Dünyası will be achieved and the logo’s representation competence of brand personality will be enhanced.

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