With the development of humanity, the beginning of trade has brought with it the selection of products over time. Because the increase in demand and the increase in the products sold have made it necessary to distinguish between quality and poor quality. Manufacturers did not remain indifferent to this change and put some signs on them because they needed to distinguish their products from competitors' products easily. The fact that these signs mainly consisted of symbols and illustrative pictures formed the first emblems, and brand awareness was formed by being easily separable from each other. Although technological developments provide a better printing opportunity, the Internet that comes with technology has provided faster circulation and brand spread. In this study, along with the numerous benefits that the Internet provides us, the fact that Turkish characters are not used in the Internet environment and Turkish brands are not created, the brand and brand identity are discussed. Judgments such as whether our interests lead to a meaningless reason, such as the lack of confidence in Turkish names in creating brand identity, and to argue that Turkish does not sound good are discussed. The view that these judgments may reduce the interest in Turkish domains and, more importantly, prevent the formation of the Turkish internet language has been researched, the results have been tried to be reached, and suggestions have been presented in this direction. While language is essential to the brand, it cannot be blamed alone for its failure. There must be some goals for the success of the brand. The critical goal is influencing the brand's perception through purchase, commitment, and adoption. Therefore, brands must meet basic expectations such as sales, market share, earnings, and return on investment. For this, the brand needs to complete its development. Ease of spelling and pronunciation is essential at this stage. Unfortunately, it should be said that Turkish characters are at a disadvantage here. But hiding behind this disadvantage will only exacerbate the problem. In this study, while the role of language-specific characters in forming brand personality was investigated, brands that achieved success with the Cyrillic alphabet were also exemplified.

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