{"id":8162,"date":"2022-05-31T13:00:00","date_gmt":"2022-05-31T10:00:00","guid":{"rendered":"https:\/\/egegen.com\/blog\/?p=8162"},"modified":"2022-08-23T17:46:52","modified_gmt":"2022-08-23T14:46:52","slug":"marka-kimligi-ve-marka-imaji-nedir-neden-onemlidir","status":"publish","type":"post","link":"https:\/\/egegen.com\/blog\/marka-kimligi-ve-marka-imaji-nedir-neden-onemlidir\/","title":{"rendered":"Marka Kimli\u011fi ve Marka \u0130maj\u0131 Nedir? Neden \u00d6nemlidir?"},"content":{"rendered":"\n<p>Pazarlama d\u00fcnyas\u0131n\u0131n temel \u00e7ekirde\u011fi olan <strong>marka<\/strong> kavram\u0131 \u00e7e\u015fitli anlamlar kazand\u0131r\u0131larak do\u011fru bir ifade \u015fekli olu\u015fturulur. Bunlardan ilki <strong>marka kimli\u011fi<\/strong> di\u011feri ise <strong>marka imaj\u0131<\/strong>d\u0131r. Bu iki kavram farkl\u0131 tan\u0131mlan\u0131r ve aras\u0131ndaki ayr\u0131m\u0131 net bir \u015fekilde anlatmak gerekir.\u00a0<\/p>\n\n\n\n<p>Marka kimli\u011fi; \u201cbiz kimiz\u201d sorusunun cevab\u0131d\u0131r. Logo, amblem, tasar\u0131m, renk, \u015fekil, slogan ve ambalaj gibi t\u00fcm g\u00f6r\u00fcn\u00fcr unsular markan\u0131n kimli\u011fini olu\u015fturur. Hepsi birbiriyle uyumlu ve tutarl\u0131 olmas\u0131 gerekir. Marka kimli\u011fini anlaml\u0131 bir hik\u00e2ye diye tan\u0131mlarsak t\u00fcm unsurlar\u0131n detaydan b\u00fct\u00fcne b\u00fct\u00fcnden detaya do\u011fru her halde bir ak\u0131\u015f sa\u011flar. T\u00fcketicinin zihninde marka di\u011ferlerinden bu \u015fekilde ayr\u0131l\u0131r.<\/p>\n\n\n\n<p>Marka imaj\u0131; t\u00fcketicinin bir marka hakk\u0131ndaki d\u00fc\u015f\u00fcncelerinden, fikirlerinden, g\u00f6zlemlerinden, izlenimlerinden ve hislerinden ibarettir. T\u00fcketicinin markayla ya\u015fad\u0131\u011f\u0131 deneyime g\u00f6re bu ba\u015fl\u0131klara verece\u011fi yorumlar de\u011fi\u015febilir. Bu sebeple m\u00fc\u015fteri memnuniyeti ve bu memnuniyeti art\u0131racak \u00e7al\u0131\u015fmalar\u0131n yap\u0131lmas\u0131 i\u015fin do\u011fas\u0131nda vard\u0131r. Bir di\u011fer husus ise t\u00fcketici d\u0131\u015f\u0131nda i\u00e7inde bulundu\u011fu pazar\u0131nda markay\u0131 nas\u0131l alg\u0131lad\u0131\u011f\u0131 \u00f6nemlidir.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Marka Kimli\u011fi Somut Marka \u0130maj\u0131 Soyut Unsurlardan Olu\u015fur<\/strong><\/p>\n\n\n\n<p>\u015eirketlerin olu\u015fturdu\u011fu markalar\u0131n <strong>hedef kitle<\/strong>sine kim oldu\u011funu anlatan unsurlar\u0131n toplam\u0131 kimlik olarak a\u00e7\u0131klan\u0131r. Somut unsurlardan olu\u015fur ve vizyon, misyon, hedef ve ama\u00e7lar bu kimlikle v\u00fccut bulur. Marka imaj\u0131 ise \u015firketlerin olu\u015fturdu\u011fu marka kimli\u011finin t\u00fcketici\/pazar \u00fczerinde b\u0131rakt\u0131\u011f\u0131 his ve d\u00fc\u015f\u00fcnce gibi soyut unsularla a\u00e7\u0131klan\u0131r. Marka kimli\u011fini \u015firketin kendisi olu\u015fturup y\u00f6n verirken marka imaj\u0131 ise d\u0131\u015far\u0131dan marka hakk\u0131ndaki g\u00f6r\u00fc\u015flerle \u015fekil bulur.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Marka Kavram\u0131 Neden Bu Kadar \u00d6nemlidir?<\/strong><\/p>\n\n\n\n<p>\u015eirketlerin markala\u015fmas\u0131n\u0131n bir\u00e7ok avantaj\u0131 vard\u0131r. Bu pazarda \u201cben de var\u0131m\u201d demektir. \u00d6ncelikle i\u015fletme i\u00e7i ba\u015far\u0131y\u0131 y\u00fckseltir. \u0130\u00e7inde bulundu\u011fu pazarda g\u00fcven sa\u011flar. Bu y\u00f6nde yapaca\u011f\u0131 \u00e7al\u0131\u015fmalar\u0131 destelemi\u015f olur. Yeni i\u015f ili\u015fkilerinin kurulmas\u0131n\u0131 sa\u011flar. En \u00f6nemlisi m\u00fc\u015fteri alg\u0131s\u0131n\u0131 olumlu y\u00f6nde etkiler.&nbsp;<\/p>\n\n\n\n<p>Markan\u0131n ta\u015f\u0131d\u0131\u011f\u0131 unsurlar t\u00fcketicisi ile ba\u011f kurmas\u0131n\u0131 sa\u011flar. Bir a\u00e7\u0131klama olmadan logosunu g\u00f6rmesi ya da slogan\u0131n\u0131 i\u015fitmesi hemen markay\u0131 an\u0131msat\u0131r. Markan\u0131n do\u011fru planlanan bir ge\u00e7mi\u015fi varsa \u00e7\u0131kard\u0131\u011f\u0131 yeni \u00fcr\u00fcn t\u00fcketici taraf\u0131ndan k\u0131sa s\u00fcrede kabul g\u00f6r\u00fcr \u00e7\u00fcnk\u00fc fayda g\u00f6rece\u011fine inan\u0131r ve g\u00fcvenir.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Marka \u0130maj\u0131 Neden \u00d6nemlidir?<\/strong><\/p>\n\n\n\n<p>Markan\u0131n t\u00fcketicisi taraf\u0131ndan nas\u0131l alg\u0131land\u0131\u011f\u0131 olduk\u00e7a \u00f6nemli bir ba\u015fl\u0131kt\u0131r. Rakiplerle dolu olan bir d\u00fcnyada dikkat \u00e7ekmek i\u00e7in marka imaj\u0131 g\u00fc\u00e7l\u00fc bir koz olacakt\u0131r. Do\u011fru reklam kanallar\u0131n\u0131n kullan\u0131lmas\u0131 ve etkile\u015fimin var oldu\u011fu bir ileti\u015fim s\u00fcrecini y\u00f6neten reklam \u00e7al\u0131\u015fmalar\u0131yla bu imaj desteklenir. Bu \u00e7al\u0131\u015fmalar\u0131n i\u015fe yaramas\u0131 i\u00e7in \u00fcr\u00fcn\u00fcn kaliteli olmas\u0131, kullan\u0131\u015fl\u0131 olmas\u0131, amaca hizmet etmesi ve fiyat\/performans dengesinin bulunmas\u0131d\u0131r.<\/p>\n\n\n\n<p>S\u00fcrekli yani sad\u0131k bir <strong>m\u00fc\u015fteri kitlesi<\/strong> yakalamak i\u00e7in duygusal bir ba\u011f kurulmas\u0131 gerekir. T\u00fcketici \u00fcr\u00fcn\u00fc faydal\u0131 g\u00f6r\u00fcrse ve memnun kal\u0131rsa t\u00fcketime devam eder. Markay\u0131 paralelinde \u015firketi benimser ve psikolojik bir ba\u011flant\u0131 kurar. Bu ba\u011f\u0131n devaml\u0131l\u0131\u011f\u0131n\u0131 ise m\u00fc\u015fteri memnuniyeti \u00e7al\u0131\u015fmalar\u0131n\u0131n desteklenmesiyle peki\u015ftirir.\u00a0<\/p>\n\n\n\n<p>T\u00fcm ger\u00e7ekle\u015ftirilen PR \u00e7al\u0131\u015fmalar\u0131n\u0131n i\u00e7inde en etkilisi ise kulaktan kula\u011fa kendi do\u011fal\u0131 i\u00e7inde markan\u0131n konu\u015fuluyor olmas\u0131d\u0131r. Ald\u0131\u011f\u0131 bir hizmetin iyi olmas\u0131 sonucunda ki\u015fi yak\u0131n \u00e7evresine de bundan bahseder ve faydalanmas\u0131n\u0131 sa\u011flar. Tabii bu memnuniyetinde devaml\u0131l\u0131\u011f\u0131 olduk\u00e7a \u00f6nemlidir.&nbsp;<\/p>\n\n\n\n<p>Bir markan\u0131n imaj\u0131n\u0131n olumlu in\u015fa edilmesi sonucunda bilinirli\u011fi artar ve bu duruma paralel olarak sat\u0131\u015flar\u0131 da artar. Hizmetin ya da \u00fcr\u00fcn\u00fcn iyi olmas\u0131n\u0131n yan\u0131nda do\u011fru kanallarla t\u00fcketiciye sunmas\u0131 da gerekli bir \u00e7al\u0131\u015fmad\u0131r. G\u00fcn\u00fcm\u00fczde dijitalle\u015fen her \u015fey gibi pazarlama stratejileri de geleneksel taban\u0131n \u00fczerine kurulan dijital alanda yap\u0131lan \u00e7al\u0131\u015fmalardan \u00e7o\u011funlukla ibarettir. Yani, her markan\u0131n kendine ait bir Web sitesi ve sosyal medya hesaplar\u0131 bulunur. T\u00fcketici markay\u0131 g\u00f6rmek ve \u00f6zelliklerini incelemek i\u00e7in bu alanlar\u0131 aktif olarak ziyaret eder. Bu sebeple Web sitesinin iyi \u00e7al\u0131\u015fmas\u0131, g\u00fcncel olmas\u0131 ve yeterince i\u00e7erikle donat\u0131lmas\u0131 gerekir. Ayn\u0131 \u015fekilde sosyal medya hesaplar\u0131n\u0131n da aktif olmas\u0131 ve t\u00fcketici ile ileti\u015fiminin s\u0131cak tutulmas\u0131 beklenir.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pazarlama d\u00fcnyas\u0131n\u0131n temel \u00e7ekirde\u011fi olan marka kavram\u0131 \u00e7e\u015fitli anlamlar kazand\u0131r\u0131larak do\u011fru bir ifade \u015fekli olu\u015fturulur. Bunlardan ilki marka kimli\u011fi di\u011feri ise marka imaj\u0131d\u0131r. Bu iki kavram farkl\u0131 tan\u0131mlan\u0131r ve aras\u0131ndaki ayr\u0131m\u0131 net bir \u015fekilde anlatmak gerekir.\u00a0 Marka kimli\u011fi; \u201cbiz kimiz\u201d sorusunun cevab\u0131d\u0131r. Logo, amblem, tasar\u0131m, renk, \u015fekil, slogan ve ambalaj gibi t\u00fcm g\u00f6r\u00fcn\u00fcr unsular markan\u0131n &hellip;<\/p>\n","protected":false},"author":19,"featured_media":8163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/posts\/8162"}],"collection":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/comments?post=8162"}],"version-history":[{"count":0,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/posts\/8162\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/media\/8163"}],"wp:attachment":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/media?parent=8162"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/categories?post=8162"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/tags?post=8162"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}