{"id":398,"date":"2021-02-03T11:20:58","date_gmt":"2021-02-03T11:20:58","guid":{"rendered":"http:\/\/61works.com\/onda\/?page_id=398"},"modified":"2021-02-03T13:19:01","modified_gmt":"2021-02-03T13:19:01","slug":"david-aaker-ve-marka-degeri-yonetimi","status":"publish","type":"page","link":"https:\/\/onda.com.tr\/tr\/david-aaker-ve-marka-degeri-yonetimi\/","title":{"rendered":"David Aaker ve Marka De\u011feri Y\u00f6netimi"},"content":{"rendered":"<div class=\"articles_page\">\n<h3 class=\"blue_text\">(Bu makale Sabah Gazetesi \u0130\u015fte \u0130nsan&#8217;da yay\u0131nlanm\u0131\u015ft\u0131r.)<\/h3>\n<p>Markas\u0131n\u0131 geni\u015fletmek, canland\u0131rmak ve global bir marka yaratmak isteyen marka sahipleri\u2026 Say\u0131s\u0131z marka hikayesi ile desteklenen bu kitap sizin i\u00e7in.<\/p>\n<p>Marka\u2026 G\u00fcc\u00fcn\u00fc ta\u015f\u0131d\u0131\u011f\u0131 kimlikten alan, g\u00f6r\u00fcnmez kahraman. Hikayesi y\u00fczlerce y\u0131l \u00f6nceye dayanan, tarihte ayn\u0131 anda farkl\u0131 alanlarda, farkl\u0131 mekanlarda ve farkl\u0131 konumlarda olabilen ve hayata y\u00f6n veren bir kavram\u2026 1900\u2019lerde ba\u015flayan marka reklamc\u0131l\u0131\u011f\u0131ile ilk kez marka kavram\u0131 ticari bir a\u00e7\u0131klama oldu. Markalar\u0131n sloganlar\u0131 ortaya \u00e7\u0131kt\u0131. Art\u0131k her markan\u0131n kendine \u00f6zg\u00fc bir reklam\u0131, bir \u015fark\u0131s\u0131 ve y\u00fcz\u00fc vard\u0131. 1940\u2019l\u0131 y\u0131llarda markan\u0131n sahibi al\u0131c\u0131s\u0131 ile ileti\u015fim kurmaya ba\u015flad\u0131 ve marka kimli\u011fi tan\u0131m\u0131 do\u011fdu. 1980\u2019lerin sonuna kadar bu bir trend olarak devam etti. Marka de\u011feri kavram\u0131n\u0131n \u00f6nemi art\u0131k tart\u0131\u015f\u0131lmazd\u0131. G\u00fcn\u00fcm\u00fczde marka de\u011feri konusu sorgulan\u0131r, \u00f6l\u00e7\u00fcmlenir ve y\u00f6netilir bir \u00fcst tan\u0131m olarak kabul ediliyor. David A. Aaker , \u201cMarka De\u011feri Y\u00f6netimi\u201d adl\u0131 kitab\u0131nda bu konuyu vurguluyor ve i\u015fletmelerin en de\u011ferli varl\u0131\u011f\u0131n\u0131n maddi olmayan varl\u0131klar\u0131 oldu\u011funu belirtiyor.<\/p>\n<p>Aaker Modeli\u2019nin yarat\u0131c\u0131s\u0131 olan David A. Aaker 100 den fazla makale ve 14 kitab\u0131n yazar\u0131. Ayn\u0131 zamanda pazarlama ve marka stratejisi alan\u0131nda d\u00fcnyaca \u00fcnl\u00fc bir dan\u0131\u015fman. Marka De\u011feri Y\u00f6netimi kitab\u0131nda, bir marka isminin de\u011ferinden yararlanmak, Marka Sadakati, Marka Bilinirli\u011fi, \u0130sim, Sembol ve Slogan, Markay\u0131 Canland\u0131rmak gibi konular\u0131 detayl\u0131 olarak inceleyen Aaker k\u0131sa vadeli hedefler u\u011fruna markan\u0131n kurban edilmemesi gerekti\u011fini ve markalar\u0131n stratejik olarak nas\u0131l y\u00f6netilece\u011fini ayr\u0131nt\u0131l\u0131 olarak ortaya koyuyor.<\/p>\n<p>Aaker\u2019a g\u00f6re kitab\u0131n birka\u00e7 hedefi var. Bunlardan biri marka \u00f6zvarl\u0131\u011f\u0131n\u0131 ve katt\u0131\u011f\u0131 de\u011feri tan\u0131mlamak ve a\u00e7\u0131klamak,bir di\u011feri marka de\u011ferinin markay\u0131 geli\u015ftiren pazarlama kararlar\u0131 ve \u00e7evresel olaylardan do\u011fdu\u011funu g\u00f6steren ara\u015ft\u0131rma sonu\u00e7lar\u0131n\u0131 ve \u00f6rnekleri sunmak. Marka \u00f6zvarl\u0131\u011f\u0131n\u0131n nas\u0131l y\u00f6netilece\u011fi konusunda ip u\u00e7lar\u0131 vermek ve stratejik d\u00fc\u015f\u00fcnmesi gereken y\u00f6neticiler ad\u0131na soru sormak ve \u00f6neri getirmek ise kitab\u0131n di\u011fer hedefleri aras\u0131nda.<\/p>\n<p>Kitab\u0131n haf\u0131zalarda kendine yer a\u00e7acak, \u00f6nemli ipu\u00e7lar\u0131 veren b\u00f6l\u00fcmlerinden baz\u0131lar \u015f\u00f6yle:<\/p>\n<p>\u201cBir \u00fcr\u00fcn fabrikada yap\u0131lan bir \u015feydir; bir marka m\u00fc\u015fterice sat\u0131n al\u0131nan bir \u015fey. Bir \u00fcr\u00fcn, rakip taraf\u0131ndan kopyalanabilir; bir marka benzersizdir. Bir \u00fcr\u00fcn\u00fcn modas\u0131 \u00e7abucak ge\u00e7ebilir; ba\u015far\u0131l\u0131 bir marka sonsuzdur.\u201d<\/p>\n<p>Stephen King \/WPP Group, London<\/p>\n<p>Aaker markay\u0131; bir veya bir grup sat\u0131c\u0131n\u0131n mallar\u0131 veya hizmetlerini saptamaya ve bu mallar\u0131 yada hizmetleri rakiplerinkinden farkl\u0131la\u015ft\u0131rmaya yarayan ay\u0131rt edici bir isim ve\/veya sembol olarak tan\u0131ml\u0131yor. B\u00f6ylece bir marka m\u00fc\u015fteriye \u00fcr\u00fcn\u00fcn kayna\u011f\u0131n\u0131 i\u015faret ediyor, hem m\u00fc\u015fteriyi hem de \u00fcreticiyi benzer \u00fcr\u00fcnler \u00fcretme giri\u015fimde bulunanlardan koruyor.<\/p>\n<p>Marka ve markan\u0131n temsil etti\u011fi \u00fcr\u00fcn\u00fc yapan ki\u015fiyi belirlemek ve korumak eski \u00e7a\u011flarda bile kar\u015f\u0131m\u0131z \u00e7\u0131k\u0131yor. O d\u00f6nemlerde tu\u011flalar\u0131n \u00fczerinde yapan ki\u015finin ad\u0131n\u0131n konuldu\u011funu g\u00f6steren kan\u0131tlar bulunmu\u015f. Ayn\u0131 \u015fekilde 16\u2019nc\u0131 y\u00fczy\u0131lda viski dam\u0131t\u0131c\u0131lar\u0131 f\u0131\u00e7\u0131lar\u0131n \u00fczerine \u00fcr\u00fcnlerinin isimlerini damgalarlarm\u0131\u015f.<\/p>\n<p>G\u00fcn\u00fcm\u00fczde modern pazarlaman\u0131n ortaya \u00e7\u0131kmas\u0131 ile birlikte \u00fcreticiler farkl\u0131la\u015fm\u0131\u015f markalar yaratmaya odakland\u0131lar. Pazar ara\u015ft\u0131rmalar\u0131, reklamlar, da\u011f\u0131t\u0131m stratejilerinin kullan\u0131lmas\u0131 sonucu kendilerine has marka \u00e7a\u011fr\u0131\u015f\u0131mlar\u0131 ortaya \u00e7\u0131kt\u0131. Ama\u00e7 emtiadan markal\u0131 \u00fcr\u00fcnlere ge\u00e7i\u015f yapmak ve farkl\u0131la\u015fman\u0131n zemini vurgulamakt\u0131.<\/p>\n<p>Oturmu\u015f bir markan\u0131n de\u011feri k\u0131smen, bug\u00fcn marka yaratman\u0131n ge\u00e7en y\u0131llara g\u00f6re \u00e7ok daha zor oldu\u011fu ger\u00e7e\u011fine ba\u011fl\u0131. Bunun sebeplerinin ilki reklam ve da\u011f\u0131t\u0131m maliyetlerinin \u00e7ok y\u00fcksek olmas\u0131, di\u011feri ise markalar\u0131n say\u0131lar\u0131n\u0131n h\u0131zla artmas\u0131. \u00d6rne\u011fin s\u00fcpermarketlerde her y\u0131l 3000 yeni \u00fcr\u00fcn tan\u0131t\u0131l\u0131yor\u2026<\/p>\n<p>Aaker\u2019e g\u00f6re y\u00f6neticiler marka olu\u015ftururken baz\u0131 yetersizlikler g\u00f6steriyorlar. Marka \u00e7a\u011fr\u0131\u015f\u0131mlar\u0131n\u0131 ve bu \u00e7a\u011fr\u0131\u015f\u0131mlar\u0131n g\u00fcc\u00fcn\u00fc saptayamamalar\u0131, marka bilinirli\u011fi seviyelerinin mevcut olmamas\u0131, m\u00fc\u015fteri tatmin ve sadakati ile ilgili bir te\u015fhis modeli olmamas\u0131, marka i\u00e7in uzun vadeli stratejilerin bulunmamas\u0131 y\u00f6neticilerin yetersizliklerinden sadece bir ka\u00e7\u0131\u2026<\/p>\n<p>Marka i\u00e7in varl\u0131k ve becerilerin rol\u00fc az\u0131msanamaz. Stratejik y\u00f6nlendirme varl\u0131k ve becerilerin geli\u015ftirilmesi ve bak\u0131m\u0131n\u0131n ger\u00e7ekle\u015ftirilmesi ile m\u00fcmk\u00fcn olmaktad\u0131r. Bir firman\u0131n en \u00f6nemli varl\u0131klar\u0131 kurumdaki insanlar ve marka isimleri gibi bilan\u00e7oda g\u00f6r\u00fcnmeyen, soyut varl\u0131klar\u0131d\u0131r. Maddi olmayan bir varl\u0131k hassast\u0131r ve bak\u0131m\u0131 kolayca g\u00f6z ard\u0131 edilebilir, bununla beraber sonu\u00e7lar\u0131 g\u00f6zle g\u00f6r\u00fclebilen varl\u0131klardan daha dikkat \u00e7ekicidir. Marka ismi mutlaka g\u00fc\u00e7lendirilmeli ve bak\u0131m\u0131 yap\u0131lmal\u0131d\u0131r.<\/p>\n<p>David A. Aaaker kitab\u0131nda marka isminin alt\u0131nda yatan de\u011ferin \u00e7o\u011fu kez onunla ilintili \u00e7a\u011fr\u0131\u015f\u0131mlara dayand\u0131\u011f\u0131n\u0131 ifade ediyor ve \u00f6rnekler ile destekliyor. \u201cHershey\u2019s \u00e7ikolatal\u0131 s\u00fct, i\u00e7ece\u011fe Hershey\u2019s\u2019in \u00e7a\u011fr\u0131\u015f\u0131mlar\u0131na dayanan bir rekabet avantaj\u0131 sa\u011fl\u0131yor.\u201d<\/p>\n<p>B\u0130R MARKANIN DE\u011eER\u0130 NED\u0130R?<\/p>\n<p>Bir markaya de\u011fer y\u00fcklemek ve bunun farkl\u0131 yollar\u0131n\u0131 geli\u015ftirmek \u00f6nemli, \u00e7\u00fcnk\u00fc markalar al\u0131n\u0131p sat\u0131l\u0131r ve bu nedenle markaya hem al\u0131c\u0131 hem de sat\u0131c\u0131 taraf\u0131ndan bir de\u011fer saptanmal\u0131d\u0131r.<\/p>\n<p>Ayr\u0131ca markalara yap\u0131lan yat\u0131r\u0131mlar\u0131n nedenleri daima g\u00f6sterilmelidir.Yat\u0131r\u0131m her zaman markan\u0131n de\u011ferini y\u00fckseltir. Son bir saptama; de\u011ferleme meselesi marka \u00f6zvarl\u0131\u011f\u0131 konseptine ilave i\u00e7 g\u00f6r\u00fc katar.<\/p>\n<p>Marka ismi m\u00fc\u015fteri tercihinde de \u00f6nemli rol oynamaktad\u0131r. Yine kitapta \u00f6rnek verilen bir \u00e7al\u0131\u015fmaya g\u00f6re; Kellogg\u2019s Corn Flakes i\u00e7in bir m\u00fc\u015fteri de\u011ferlendirme \u00e7al\u0131\u015fmas\u0131 yap\u0131lm\u0131\u015f. T\u00fcketicilere marka isminin kimli\u011fi a\u00e7\u0131kland\u0131\u011f\u0131nda be\u011fenme seviyesi y\u00fczde 47\u2019den y\u00fczde 59\u2019a \u00e7\u0131km\u0131\u015f\u2026<\/p>\n<p>\u201cMarkan\u0131zdan bir arkada\u015f yaratmal\u0131s\u0131n\u0131z\u201d (Fred Posner)<\/p>\n<p>M\u00fc\u015fteri taban\u0131n\u0131n marka sadakati \u00e7o\u011fu zaman bir markan\u0131n \u00f6z varl\u0131\u011f\u0131n\u0131n \u00f6z\u00fcd\u00fcr. Marka sadakati gelecekteki sat\u0131\u015flar\u0131n g\u00f6r\u00fcnd\u00fc\u011f\u00fc \u00f6nemli ve kritik bir noktad\u0131r. Aaker\u2019e g\u00f6re kendini en \u00e7ok adam\u0131\u015f m\u00fc\u015fteri tiplerinden biri; Harley sembol\u00fcn\u00fc d\u00f6vme olarak ta\u015f\u0131yan Harley Davidson s\u00fcr\u00fcc\u00fcs\u00fcd\u00fcr.<\/p>\n<p>Marka De\u011feri Y\u00f6netiminde en \u00f6nemli \u00e7al\u0131\u015fma alanlar\u0131ndan biri de marka bilinirli\u011fidir.<\/p>\n<p>\u201c\u0130yi bir isim zenginlikten iyidir\u201d (Cervantes\/Don Ki\u015fot)<\/p>\n<p>Marka bilinirli\u011fi, potansiyel bir al\u0131c\u0131n\u0131n bir markan\u0131n belli bir \u00fcr\u00fcn kategorisinin \u00fcyesi oldu\u011funu anlamas\u0131 ve hat\u0131rlamas\u0131d\u0131r. \u00dcst\u00fcnde Levi\u2019s yazan b\u00fcy\u00fck bir balonun kullan\u0131m\u0131 ismi daha \u00e7ekici k\u0131labilir ancak balon bir \u00e7ift Levi\u2019s 301\u2019e benzeyecek \u015fekilde ise \u00fcr\u00fcn ile bir ba\u011f sa\u011flan\u0131r ve marka bilinirli\u011finin artmas\u0131na b\u00fcy\u00fck \u00f6l\u00e7\u00fcde katk\u0131da bulunulmu\u015f olur\u2026<\/p>\n<p>Eski marka isimlerinin g\u00fcc\u00fc ile ilgili ara\u015ft\u0131rma sonu\u00e7lar\u0131 olduk\u00e7a ilgin\u00e7. 1980\u2019li y\u0131llar\u0131n ortalar\u0131nda \u00e7\u0131rp\u0131c\u0131lara y\u00f6nelik yap\u0131lan bilinirlik \u00e7al\u0131\u015fmas\u0131nda anket yap\u0131lan ki\u015filerden hat\u0131rlayabildikleri t\u00fcm \u00e7\u0131rp\u0131c\u0131 markalar\u0131n\u0131 saymalar\u0131 isteniyor. GE 20 y\u0131ld\u0131r \u00e7\u0131rp\u0131c\u0131 \u00fcretmemesine kar\u015f\u0131n 2\u2019nci s\u0131rada \u00e7\u0131k\u0131yor. Ayn\u0131 \u015fekilde Unilever\u2019in 15 y\u0131ldan fazlad\u0131r reklam yapmayan markas\u0131 Lux g\u00fczellik sabunu halen 25 milyon dolarl\u0131k sat\u0131\u015f yarat\u0131yor.<\/p>\n<p>Bilinirlik elde etmenin yollar\u0131 kitapta k\u0131sa mesajlarla veriliyor. Farkl\u0131 ve an\u0131lmaya de\u011fer olun, bir slogan veya c\u0131ng\u0131l kullan\u0131n, simge ile vurgulay\u0131n ve hat\u0131rlan\u0131n, medyada g\u00f6r\u00fcn\u00fcr olun, etkinliklere sponsor olun, markan\u0131z\u0131 geni\u015fletin, ipu\u00e7lar\u0131 kullan\u0131n, hat\u0131rlanma tekrar gerektirir, tekrar\u0131 ertelemeyin<\/p>\n<p>Kitab\u0131n be\u015finci b\u00f6l\u00fcm\u00fcnde Marka \u00c7a\u011fr\u0131\u015f\u0131mlar\u0131 ve bu \u00e7a\u011fr\u0131\u015f\u0131mlar\u0131n nas\u0131l de\u011fer yaratt\u0131\u011f\u0131ndan bahsediliyor. \u00c7a\u011fr\u0131\u015f\u0131mlar\u0131n ayr\u0131ca ger\u00e7eklerin yorumlanmas\u0131n\u0131 da etkileyebilece\u011finden bahsediliyor. \u00d6rnek olarak da bir Benedict papaz\u0131n\u0131n Xerox fotokopi makinesini \u201cBu bir mucize!\u201d slogan\u0131 ile tan\u0131tt\u0131\u011f\u0131 reklam g\u00f6steriliyor.<\/p>\n<p>David A. Aaker kitab\u0131nda markalar\u0131n \u00f6z varl\u0131\u011f\u0131n\u0131 ve imaj\u0131n\u0131 etkileyen felaketlere de pek \u00e7ok \u00f6rnek veriyor. Bu \u00f6rneklerden birka\u00e7\u0131 Audi 5000, Suzuki Samurai ve Chrysler yol saya\u00e7lar\u0131. Kitaptaki \u00f6rnekler ger\u00e7ekten de olduk\u00e7a \u00e7arp\u0131c\u0131 ve ilgi \u00e7ekici\u2026<\/p>\n<p>\u0130sim, sembol ve sloganlar\u0131n \u00f6nemine de de\u011finmi\u015f yazar\u2026 \u0130sim markan\u0131n as\u0131l g\u00f6stergesinin, hem bilinirlik hem de ileti\u015fim \u00e7al\u0131\u015fmalar\u0131n\u0131n belkemi\u011fi. \u0130sim markan\u0131n g\u00fcc\u00fcn\u00fc destekleyen en \u00f6nemli bile\u015fen. Apple bilgisayarlar\u0131 heybetli makineler oldu\u011fu bir d\u00f6nemde kullan\u0131c\u0131 dostu imaj\u0131n\u0131 Model 700 ismi ile elde edebilir miydi?<\/p>\n<p>\u201cBir fikir, bu s\u00f6zc\u00fc\u011f\u00fcn en y\u00fcksek anlam\u0131nda bir sembolden ba\u015fkas\u0131 ile iletilemez\u201d (Samuel Taylor Coleridge)<\/p>\n<p>MMarkas\u0131n\u0131 geni\u015fletmek, canland\u0131rmak ve global bir marka yaratmak isteyen, marka de\u011fer y\u00f6netiminin t\u00fcm bile\u015fenlerini \u00f6z\u00fcmsemek ve markas\u0131na yans\u0131tmay\u0131 hedefleyen marka sahipleri i\u00e7in son derece yararl\u0131 ve \u00f6zet bilgiler, d\u00fcnyadan say\u0131s\u0131z marka hikayesi ile destekleniyor. Okuman\u0131z\u0131 tavsiye ediyorum.<\/p>\n<p>David A. Aaker \u201c Marka De\u011feri Y\u00f6netimi\u201d Mediacat Yay\u0131nlar\u0131<\/p>\n<p>Hanzade Acar\n<\/p><\/div>","protected":false},"excerpt":{"rendered":"<p>(Bu makale Sabah Gazetesi \u0130\u015fte \u0130nsan&#8217;da yay\u0131nlanm\u0131\u015ft\u0131r.) Markas\u0131n\u0131 geni\u015fletmek, canland\u0131rmak ve global bir marka yaratmak isteyen marka sahipleri\u2026 Say\u0131s\u0131z marka hikayesi ile desteklenen bu kitap sizin i\u00e7in. Marka\u2026 G\u00fcc\u00fcn\u00fc ta\u015f\u0131d\u0131\u011f\u0131 kimlikten alan, g\u00f6r\u00fcnmez kahraman. Hikayesi y\u00fczlerce y\u0131l \u00f6nceye dayanan, tarihte ayn\u0131 anda farkl\u0131 alanlarda, farkl\u0131 mekanlarda ve farkl\u0131 konumlarda olabilen ve hayata y\u00f6n veren bir [&hellip;]<\/p>","protected":false},"author":1,"featured_media":503,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-398","page","type-page","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages\/398"}],"collection":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/comments?post=398"}],"version-history":[{"count":1,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages\/398\/revisions"}],"predecessor-version":[{"id":399,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages\/398\/revisions\/399"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/media\/503"}],"wp:attachment":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/media?parent=398"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}