{"id":424,"date":"2021-02-03T11:41:19","date_gmt":"2021-02-03T11:41:19","guid":{"rendered":"http:\/\/61works.com\/onda\/?page_id=424"},"modified":"2021-02-03T13:24:35","modified_gmt":"2021-02-03T13:24:35","slug":"kisiye-ozel-marka-olur-mu","status":"publish","type":"page","link":"https:\/\/onda.com.tr\/tr\/kisiye-ozel-marka-olur-mu\/","title":{"rendered":"Ki\u015fiye \u00f6zel marka olur mu ?"},"content":{"rendered":"
\n

(Bu makale Sabah Gazetesi \u0130\u015fte \u0130nsan’da yay\u0131nlanm\u0131\u015ft\u0131r.)<\/h3>\n

Marka neden ki\u015fiye kendini iyi hissettirir? Marka \u015firketler, pazarlar ya da toplumlar i\u00e7in midir?<\/p>\n

Ge\u00e7en yaz\u0131m\u0131zla ba\u015flad\u0131\u011f\u0131m\u0131z marka derinli\u011fi konusuna devam ediyoruz. Ki\u015fisel markalardan bahsetmi\u015ftik. Bir de bahsetti\u011fimiz gibi ki\u015filer ile \u00f6zde\u015fle\u015ferek g\u00fcc\u00fcn\u00fc ve de\u011ferini artt\u0131ran markalar var. Mick Jagger, Paul McCartney ve Eric Clapton gibi m\u00fczik efsanelerinin imzalad\u0131\u011f\u0131 Fender Stratocaster marka bir gitar, 17 Kas\u0131m 2005’te Ritz Carlton oteldeki bir yard\u0131m m\u00fczayedesinde a\u00e7\u0131k art\u0131rma ile 2.7 milyon dolar’a al\u0131c\u0131 bulmu\u015ftu. Bu da marka ki\u015filerin bir \u00fcr\u00fcn\u00fcn marka de\u011ferini nas\u0131l artt\u0131rabilece\u011finin yani \u201c\u00f6zde\u015fle\u015ferek de\u011ferlenme\u201d tan\u0131m\u0131n\u0131n bir \u00f6rne\u011fi.<\/p>\n

D\u00fcnyada markas\u0131n\u0131 yaratan ilk \u015firket 578 y\u0131l\u0131nda kurulmu\u015f olan Kongo Gumi \u0130n\u015faat \u015firketi. Ayr\u0131ca 1141\u2019de kurulan \u015farap ve zeytinya\u011f\u0131 \u00fcreticisi Barone Ricasoli, 1304\u2019te faaliyete ge\u00e7en Hotel Pilgrim Hause, 1369 y\u0131l\u0131nda a\u00e7\u0131lan m\u00fccevher sat\u0131c\u0131s\u0131 Torrini Firenze, 1385 tarihli \u015farap\u00e7\u0131l\u0131kla birlikte hala d\u00fcnyan\u0131n farkl\u0131 \u015fehirlerinde restoran i\u015fletmecili\u011fi yapan Antinori ve 1500 tarihli seramik markas\u0131 Grazia Deruta d\u00fcnyan\u0131n ilk markalar\u0131 aras\u0131nda say\u0131labilir.<\/p>\n

T\u00fcrkiye\u2019nin ilk markas\u0131 ise 1777 y\u0131l\u0131nda kurulan Hac\u0131 Bekir. 1870\u2019de Hac\u0131 Sad\u0131k Bey taraf\u0131ndan kurulan Vefa Bozac\u0131s\u0131, 1883\u2019te Rasih Efendi taraf\u0131ndan kurulan \u00c7\u00f6genler Helvac\u0131l\u0131k, Hac\u0131 Emin Bey\u2019in 1907\u2019de kurdu\u011fu Koska Helva, 1897\u2019de Ahmet Doyuran taraf\u0131ndan kurulan Konyal\u0131 Lokantas\u0131, 1923 y\u0131l\u0131nda Ey\u00fcp Sabri Tuncer taraf\u0131ndan kurulan Ey\u00fcp Sabri Tuncer Kolonyalar\u0131 ve 1926 y\u0131l\u0131nda Nihat A. Kutman taraf\u0131ndan kurulan Doluca \u015earaplar\u0131 da \u00fclkemizin ilk markalar\u0131 aras\u0131nda yer al\u0131yor\u2026<\/p>\n

San Francisco\u2019da faaliyet g\u00f6steren bir marka dan\u0131\u015fmanl\u0131k \u015firketi olan NeutronLLC\u2019nin \u201cMarka Bo\u015flu\u011fu\u201d ile ilgili bir \u00e7al\u0131\u015fmas\u0131nda yer alan marka tan\u0131mlamas\u0131 asl\u0131nda markan\u0131n anlam\u0131n\u0131 en k\u0131sa ve anla\u015f\u0131l\u0131r \u015fekilde alg\u0131lamay\u0131 sa\u011fl\u0131yor:<\/p>\n

– Marka bir logo de\u011fildir,
\n– Marka bir kimlik de\u011fildir,
\n– Marka bir \u00fcr\u00fcn de\u011fildir.<\/p>\n

Peki, marka tam olarak nedir?<\/p>\n

Marka; al\u0131c\u0131ya o \u00fcr\u00fcn hakk\u0131nda kendisini iyi hissettiren bir servis, bir organizasyondur.<\/p>\n

Hepimizin yak\u0131ndan tan\u0131d\u0131\u011f\u0131 yarat\u0131c\u0131 ve maceraperest bir lezzet M&M \u015fekerlemelerinin marka hikayesi de olduk\u00e7a ilgin\u00e7. \u0130spanya Sivil Sava\u015f\u0131\u2019nda Forrest Mars Sr, askerlerin enerji almak amac\u0131 ile \u00e7ikolata yediklerini, bununla beraber \u00e7ikolatan\u0131n ellerine yap\u0131\u015fmas\u0131n\u0131 engellemek i\u00e7in \u015fekerle kapl\u0131 \u00e7ikolata toplar\u0131n\u0131 tercih ettiklerini g\u00f6rd\u00fc. Bu konuda bir \u00fcr\u00fcn geli\u015ftirmenin yine ki\u015fiye \u00f6zel bir de\u011fer yarataca\u011f\u0131 konusunda orta\u011f\u0131 ile fikir birli\u011fine vard\u0131. Markalar\u0131n\u0131 belirlemek i\u00e7in soyadlar\u0131n\u0131n ba\u015f harflerini birle\u015ftirdiler ve M&M ortaya \u00e7\u0131kt\u0131.<\/p>\n

\u0130lk \u015fekerlemelerini 1941 y\u0131l\u0131nda ABD\u2019de satt\u0131lar. ABD ordusu II. D\u00fcnya Sava\u015f\u0131 s\u0131ras\u0131nda M&M\u2019leri askerlerine verdi. \u00c7\u00fcnk\u00fc \u015fekerlemeler her iklimde bozulmadan ta\u015f\u0131nabiliyordu, askerlere kendilerini iyi hissettiriyordu, pratik bir at\u0131\u015ft\u0131rmal\u0131kt\u0131 ve enerji veriyordu. Bundan k\u0131sa s\u00fcre sonra halka da pazarlanmaya ba\u015flad\u0131. M&M’ler k\u0131sa s\u00fcrede \u00e7ok sat\u0131l\u0131r oldu \u00e7\u00fcnk\u00fc o zamanlarda ma\u011fazalarda, evlerde veya arabalarda klima olmad\u0131\u011f\u0131 i\u00e7in eriyen \u00e7ikolatalar problem yarat\u0131yordu. Art\u0131 bir \u00f6zellik olarak M&M\u2019in \u015fekerleme kaplamas\u0131 \u00e7ikolatan\u0131n bula\u015f\u0131k hale gelmesini \u00f6nl\u00fcyordu. 1954\u2019de hem M&M’in marka karakteri hem de me\u015fhur slogan\u0131 “Elinizde de\u011fil a\u011fz\u0131n\u0131zda eriyen s\u00fctl\u00fc \u00e7ikolata\u201dticari marka olarak tescillendi.<\/p>\n

Neden ki\u015fiye \u00f6zel kavram\u0131n\u0131 kullan\u0131yoruz? \u00c7\u00fcnk\u00fc marka ki\u015fiye kendisini iyi hissettirir, \u00e7\u00fcnk\u00fc marka ki\u015fiseldir. \u00c7\u00fcnk\u00fc marka \u015firketlere, pazarlara ya da toplumlara y\u00f6nelik olarak ortaya \u00e7\u0131kmam\u0131\u015ft\u0131r.<\/p>\n

Nike\u2019\u0131n ilk \u00e7al\u0131\u015fanlar\u0131ndan Jeff Johnson tamamen ki\u015fiye \u00f6zel \u00fcr\u00fcnlerini nas\u0131l kal\u0131c\u0131 bir markaya d\u00f6n\u00fc\u015ft\u00fcreceklerini d\u00fc\u015f\u00fcn\u00fcrken bir gece r\u00fcyas\u0131nda Yunan mitolojisinde zafer tanr\u0131\u00e7as\u0131 olan Nike\u2019\u0131 g\u00f6r\u00fcr. Nike \u00e7ok h\u0131zl\u0131 ko\u015fmay\u0131 ve u\u00e7may\u0131 temsil etmektedir ve bu yetene\u011fe sahiptir. Patronu Phil Knight bu s\u0131rada marka i\u00e7in \u201cDimension 6\u201d ad\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyordur. Johnson fikrini anlat\u0131nca \u00e7ok be\u011fenilir ve ger\u00e7ekten i\u00e7erdi\u011fi anlam da d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde ki\u015fiye kendisini iyi hissettirme fikrine do\u011frudan ba\u011flant\u0131 vermektedir. Bunun \u00fczerine logoyu 35 dolara bir \u00f6\u011frenciye yapt\u0131r\u0131rlar ve s\u00f6z konusu logo g\u00fcn\u00fcm\u00fcze kadar gelir.<\/p>\n

Asl\u0131nda \u00e7evremizde g\u00f6rd\u00fc\u011f\u00fcm\u00fcz her \u015fey bir markad\u0131r, markalar\u0131 kendi zihnimizde yarat\u0131r\u0131z, marka hayat\u0131m\u0131za bir renk, bir melodi, bir stil katar. Philip Kotler \u201cHer \u015fey bir markad\u0131r\u201d der, Kotler\u2019a g\u00f6re bir anlam ve \u00e7a\u011fr\u0131\u015f\u0131m ta\u015f\u0131yan her etiket bir markad\u0131r. B\u00fcy\u00fck markalar ise g\u00f6rd\u00fcklerimizin de \u00f6tesine bu anlam\u0131 ve \u00e7a\u011fr\u0131\u015f\u0131m\u0131 ta\u015f\u0131r.<\/p>\n

\u00dc\u00e7 Alman giri\u015fimci,1906 y\u0131l\u0131nda kalem \u00fcretme karar\u0131 al\u0131rlar, yine al\u0131c\u0131ya kendisini iyi hissettirme fikrinden hareketle da\u011flar\u0131, zirveyi, zirvenin getirdi\u011fi g\u00fc\u00e7 ve cesareti, yazman\u0131n ba\u015frol oyuncusu ilham duygusunu anlamland\u0131r\u0131rlar. Ve sonucunda yukar\u0131dan bak\u0131nca beyaz bir y\u0131ld\u0131z\u0131 and\u0131ran logolar\u0131n\u0131 ve markalar\u0131n\u0131 yarat\u0131rlar. Beyaz y\u0131ld\u0131z Mont Blanc da\u011f\u0131n\u0131n karl\u0131 tepesini temsil etmektedir ve markaya ad\u0131n\u0131 verir.<\/p>\n

Yine Kotler markaya verilen \u00f6nemin var\u0131\u015f noktas\u0131n\u0131 da son derece basit ve etkileyici olarak a\u00e7\u0131kl\u0131yor: \u201cB\u00fcy\u00fck markalar, s\u00fcrekli ve ortalaman\u0131n \u00fczerinde seyreden k\u00e2rl\u0131l\u0131\u011fa giden tek yoldur.\u201d G\u00fc\u00e7l\u00fc bir pazarlamaya ula\u015fman\u0131n en etkili yolu g\u00fc\u00e7l\u00fc bir marka yaratmakt\u0131r.<\/p>\n

Ralph Lauren Polo markas\u0131n\u0131 1967 y\u0131l\u0131nda bir anda ba\u015far\u0131l\u0131 olan kravatlar\u0131 ile kurmu\u015ftur. Zaman\u0131n \u00e7ok tercih edilen dar kravatlar\u0131na kar\u015f\u0131t olarak zengin g\u00f6r\u00fcn\u00fc\u015fl\u00fc, geni\u015f, el yap\u0131m\u0131 kravatlard\u0131r bunlar ve k\u0131sa bir s\u00fcre i\u00e7inde adeta bir stat\u00fc sembol\u00fc haline gelirler. Lauren bir i\u015f yap\u0131\u015f bi\u00e7imine de\u011fil bir ki\u015fili\u011fe temas etmek istemi\u015f ve kravatlar\u0131 ile bir ya\u015fam bi\u00e7imini ifade edebilmi\u015fti. Sonu\u00e7 olarak bu ki\u015filere \u00f6zel markas\u0131n\u0131 zarif, ayn\u0131 zamanda h\u0131zl\u0131 ve klasik bir spor olan POLO ile \u00f6zde\u015fle\u015ftirdi: B\u00f6ylelikle marka bir kavrama, bir metafora d\u00f6n\u00fc\u015ft\u00fc.<\/p>\n

Eski bir Coca Cola CEO\u2019su olan Russell Hanlin ise markan\u0131n \u00f6nemini \u015f\u00f6yle a\u00e7\u0131kl\u0131yor: \u201cB\u00fct\u00fcn fabrikalar\u0131m\u0131z ve tesislerimiz yar\u0131n yan\u0131p k\u00fcl olabilir, ama \u015firketin de\u011ferine el s\u00fcrmemiz \u00e7ok g\u00fc\u00e7; asl\u0131nda bunun s\u0131rr\u0131 marka temsilcili\u011fimizin iyi niyetinde ve \u015firket i\u00e7indeki kolektif bilgide sakl\u0131…\u201d Ya da Shakespeare\u2019nin ifadesiyle \u201cPara kesemi \u00e7alan de\u011fersiz bir \u015fey \u00e7alm\u0131\u015f olur. Fakat benim ismimden bir \u015fey \u00e7alarsa beni ger\u00e7ekten fakir b\u0131rakm\u0131\u015f olur.\u201d<\/p>\n

Eder-de\u011fer ili\u015fkisi insana de\u011fdi\u011fi s\u00fcrece tarihin hangi kesiminde olursa olsun anlam\u0131n\u0131 kaybetmiyor. Bir markan\u0131n de\u011feri al\u0131c\u0131n\u0131n ona uygun g\u00f6rd\u00fc\u011f\u00fc eder ile \u015fekilleniyor. Halk ozan\u0131m\u0131z A\u015f\u0131k Veysel asl\u0131nda derin ifadesi ile konuya noktay\u0131 koyuyor:<\/p>\n

\u201cG\u00fczelli\u011fin be\u015f para etmez bu bendeki a\u015fk olmasa\u201d<\/p>\n

Mehmet Acar\n<\/p><\/div>","protected":false},"excerpt":{"rendered":"

(Bu makale Sabah Gazetesi \u0130\u015fte \u0130nsan’da yay\u0131nlanm\u0131\u015ft\u0131r.) Marka neden ki\u015fiye kendini iyi hissettirir? Marka \u015firketler, pazarlar ya da toplumlar i\u00e7in midir? Ge\u00e7en yaz\u0131m\u0131zla ba\u015flad\u0131\u011f\u0131m\u0131z marka derinli\u011fi konusuna devam ediyoruz. Ki\u015fisel markalardan bahsetmi\u015ftik. Bir de bahsetti\u011fimiz gibi ki\u015filer ile \u00f6zde\u015fle\u015ferek g\u00fcc\u00fcn\u00fc ve de\u011ferini artt\u0131ran markalar var. Mick Jagger, Paul McCartney ve Eric Clapton gibi m\u00fczik efsanelerinin […]<\/p>","protected":false},"author":1,"featured_media":489,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-424","page","type-page","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages\/424"}],"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=424"}],"version-history":[{"count":1,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages\/424\/revisions"}],"predecessor-version":[{"id":425,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages\/424\/revisions\/425"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/media\/489"}],"wp:attachment":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/media?parent=424"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}