marka+yönetimi

Marka Yönetimi ?

Marka Nedir ?

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MARKA NEDİR ? Benzer ürünleri yada hizmetleri başkalarının ürün yada hizmetlerinden ayırt etmek üzere kullanılan yada belirli bir hizmetin sunulması sırasında kullanılan AYIRT EDİCİ İŞARET marka olarak tanımlanmaktadır. Sözcükler, Sayılar, Harfler, Şekiller, Ürünün Şekli veya Ambalajı ile bunların birlikte sunuluşları marka olarak değerlendirilmektedir

Terim Anlamı:

Son 30 yılda üretilen toplam bilgi insanlık tarihinin bu zamana kadar ürettiği bilgiden fazla…

Temel Soru? ‘’AKıLda Kalma’’

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Marka Yönetimi:

İnsanoğlunun zihninde kalacak bilgiyi planlama, üretme ve yönetme olarak tanımlanabilir.

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MARKA = Vaad

Faydanın Devamlılığı = Akılda yer Etme

Marka, Üretici ve Tüketici arasında imzalanmış bir sözleşmedir…

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Yapılması gerekli bazı noktalar:

- Pazar ve rekabet analizleri- Tüketici araştırmaları- Marka konumlandırma çalışmaları- Hedef kitle tanımı- Dağıtım ve promosyon stratejisi- Pazarlama planı

*Sonuçta sihirli formüller, altın kurallar yok, sezgilerlede büyüme gerçekleşebilir.

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Marka Mimarisi (Brand Architecture)

David Aaker :

9 Tür Marka İlişkisi

- Ast Üst İlişkisi (Subbrands) - Master Brand as Driver ( Subbrands) : Alt marka gibi görünsede üstünlüğünü gösterir. (HP Deskjet, Dell Dimension, İçim Ülker)- Co Driver : Kendini ezdirmeyen alt marka söz konusudur. (Alpella Ülker)

- Onaylama Durumları(Endorsed Brands)- Strong Endorsement : Diğerini zor durumda bırakma gözlenir. Onaylama ciddi anlamda zarar verir. (Fabrika by Altınyıldız)- Linked Name: Adını verdiği marka kendi ayakları üzerinde duran ayrı bir markadır. ( Nestea, Nescafe )-Token Endorsement : Varlık hissettirilmekte yalnız edepli bir şekilde yapılmaktadır. (Lotus- IBM, Dacia-Renault)

- Markalar Evi- Shadow Endorser : Onaylayan marka çok güçlü olduğundan işe karışmaz. (Migros-Koç)- Not Connected : Markanın kime bağlı olduğunu kimse bilmez.( Pantenne-P/G)

- Markalı Ev - Same İdentity: Kimse bağımsız değildir. ( Tüm BMW arabaları )- Different İdentity: Aynı isimde farklı işler yapan markalar.( Daewoo, Yamaha )

JEEP

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http://upload.wikimedia.org/wikipedia/commons/0/0b/1942Jeep.jpg

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Marka Değerleri…

Marka değeri şirket değerinin %74’ü…

Marka değeri şirket değerinin %84’ü…

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Marka sermayesi nedir ???Satın alma davranışını etkileme yeteneğidir.

Marka sermayesi oluşturmak :

- Marka mesajı- Marka öğeleri- Markalama stratejileri

Kurum içi Kimlik- Misyon- Vizyon- Hedefler- Değerler- Yol Haritası…

Kurum dışı Kimlik- Marka Mesajı- Marka Kişiliği- Marka Öğeleri- Marka Stratejisi- ….

Marka Şizofrenisi…

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RekabetEğlenceSadelikKaliteDürüstlükGüvenYenilikçilik/İnovasyonYardımseverlikKolay kullanımTutarlılıkGüçYaratıcılıkPerformansKonforPratikSağlıkZekiMüşteri OdaklılıkHızGüler yüzlülükSağlamlık

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Öz Değerler

İnsan odaklı : yardımsever, güler yüzlü, dost, yalnız bırakmayan…

Ürün odaklı : tasarım, inovasyon, kalite, tutarlılık…

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Kolay Hatırlanabilir olmalı ( OMO, Garanti, Hurriyet )

Anlam Taşıması gerekir ( Aygaz, Beyaz fırın, Finansbank )

Sevilmesi, bir resimin bir sesin duyulması gerekir ( Varan, num num, Crax )

Farklı kültürlere taşınabilmesi gerekir ( Negro…)

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Hukuki ve Rekabet açısından korunabilir olmalı ( Jeans Company, Arçelik)

Jenerik isimlerden *( General Motors, Ulusal Araç Kiralama) ve kısaltmalardan *(IBM, GM, PO ) Kaçınılmalıdır

??????

????????? ??????

http://images.google.com.tr/imgres?imgurl=http://logotypes.designer.am/t/nautica_jeans_company.png&imgrefurl=http://logotypes.designer.am/srch/search.php%3Fpg%3D4%26r%3Dt%26a%3Dn&usg=__DN1Vu2_GQ1g1hfbvE5g6Axwuup0=&h=201&w=201&sz=4&hl=tr&start=3&tbnid=AGFRpkpdSdVTTM:&tbnh=104&tbnw=104&prev=/images%3Fq%3Djeans%2Bcompany%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.itusozluk.com/img.php/1c7cf30c8c9dc713f1a59e68bba961d612335/ar%25E7elik&imgrefurl=http://www.itusozluk.com/gorseller.php/ar%25E7elik/6457&usg=__0yOD1wZvCKBUaIRxNWyXQoEKV6w=&h=421&w=360&sz=15&hl=tr&start=11&tbnid=GK72KF09C2C52M:&tbnh=125&tbnw=107&prev=/images%3Fq%3Dar%25C3%25A7elik%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://site.mynet.com/ayteknik1989/images/arcelik.jpg&imgrefurl=http://site.mynet.com/ayteknik1989/bayi.html&usg=__sV59s7mPIpN3MhkZwyrTwH4SwrY=&h=547&w=577&sz=19&hl=tr&start=1&tbnid=Wf5SQ7gNwGJy0M:&tbnh=127&tbnw=134&prev=/images%3Fq%3Dar%25C3%25A7elik%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.emekdunyasi.net/upload/data/ap_ibm_071112_ms.jpg&imgrefurl=http://www.emekdunyasi.net/tr/article.asp%3FID%3D3202&usg=__8f-FXsD0AGQ1fq1RS4YzTdizOpY=&h=310&w=413&sz=30&hl=tr&start=1&tbnid=QAzGxIU-bGlunM:&tbnh=94&tbnw=125&prev=/images%3Fq%3DIBM%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.ekonomigundemi.com/images/haber/2130.jpg&imgrefurl=http://www.ekonomigundemi.com/haber.php%3Fhaber_id%3D2010&usg=__NU1Lvi0n0Vnb78eYp093CTyrKqQ=&h=300&w=300&sz=15&hl=tr&start=2&tbnid=4PdGXvIN4iG3hM:&tbnh=116&tbnw=116&prev=/images%3Fq%3Dpo%26gbv%3D2%26hl%3Dtr%26sa%3DG

http://images.google.com.tr/imgres?imgurl=http://www.marketteneve.com/images/167.jpg&imgrefurl=http://www.marketteneve.com/product_info.php/manufacturers_id/1/products_id/117&usg=__80RA7R37eBBTlR8GblmI7pw_Tbo=&h=104&w=350&sz=16&hl=tr&start=7&tbnid=RsDDvHCctCJAwM:&tbnh=36&tbnw=120&prev=/images%3Fq%3D%25C3%25BClker%2B%25C3%25A7ikolatal%25C4%25B1%2Bgofret%26gbv%3D2%26hl%3Dtr%26sa%3DG

http://images.google.com.tr/imgres?imgurl=http://www.kent.com.tr/asp/files/products/59/tipitip_new.gif&imgrefurl=http://www.kent.com.tr/turkish/kent_shop/catalog.asp%3FlngBrandID%3D31&usg=__0pGIRU2hvAqzS85GXqxY7Cw0wV8=&h=300&w=203&sz=27&hl=tr&start=13&tbnid=77Dt3Cdhk3e3eM:&tbnh=116&tbnw=78&prev=/images%3Fq%3Dtipitip%26gbv%3D2%26hl%3Dtr

Yerel değerlere uyum sağlamak…

İlk olmak ve bir hikaye taşımak…

http://images.google.com.tr/imgres?imgurl=http://www.kurumsalhaberler.com/images/kuruluslogo/263/263_2067.jpg&imgrefurl=http://www.kurumsalhaberler.com/ramsey/bultenler&usg=__4FjlkP_-YhnDlA6wOCY7ogKO2Jc=&h=69&w=260&sz=5&hl=tr&start=1&tbnid=zNcm6mqxS-vKZM:&tbnh=30&tbnw=112&prev=/images%3Fq%3Dramsey%2Blogo%26gbv%3D2%26hl%3Dtr%26sa%3DG

http://images.google.com.tr/imgres?imgurl=http://www.besiktasgazetesi.com/cola%2520turka%2520yeni.jpg&imgrefurl=http://www.shezofren.com/cola-turka-fenerbahceye-sponsor-oluyor-t4119.0.html&usg=__o4ZFDUHD6fH76KsY2_jYO_2gd_A=&h=209&w=484&sz=20&hl=tr&start=15&tbnid=MIqwlYeL5w3hmM:&tbnh=56&tbnw=129&prev=/images%3Fq%3Dcolaturka%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.tog.org.tr/abs/articlefiles/116-LOGO%2520CERCEVELI.jpg&imgrefurl=http://www.tog.org.tr/abs/anmviewer.asp%3Fa%3D116%26z%3D60&usg=__POjeDo-vWyqNZ17SQLVBhXio0ZE=&h=306&w=711&sz=16&hl=tr&start=1&tbnid=nqpfNyHZE0_yCM:&tbnh=60&tbnw=140&prev=/images%3Fq%3Dmavi%2Bjeans%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.kahvekeyf.com/images/resimler/buyuk_kurukahveci_mehmet_efendi.jpg&imgrefurl=http://www.kahvekeyf.com/keyf/kurukahveci_mehmet_efendi-2242.html&usg=__IDJWl_W4ZCQtJvwpQ5drzF8lpxs=&h=260&w=394&sz=10&hl=tr&start=3&tbnid=z0_7e5ZtzDpvYM:&tbnh=82&tbnw=124&prev=/images%3Fq%3Dkurukahveci%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://mnkgida.com/fotos/komili_logo_tcm93-25607.jpg&imgrefurl=http://mnkgida.com/urunlerimiz.html&usg=___KM3ilAPMsvTz26mdHBzFy5Hc1Y=&h=106&w=106&sz=4&hl=tr&start=7&tbnid=TQtlhhytetBP8M:&tbnh=84&tbnw=84&prev=/images%3Fq%3Dkomili%26gbv%3D2%26hl%3Dtr%26sa%3DG

http://images.google.com.tr/imgres?imgurl=http://www.israilboykot.com/logolar/haci_sakir_logo.gif&imgrefurl=http://1canadian.blogspot.com/2009/01/blog-post_08.html&usg=__v7YwQZG55QLdkmEdocNTOe_uv_k=&h=49&w=80&sz=3&hl=tr&start=2&tbnid=wu2OK8DH0dFc0M:&tbnh=45&tbnw=74&prev=/images%3Fq%3Dhac%25C4%25B1%25C5%259Fakir%2Blogo%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.hacibekir.com.tr/eng/img/marka6.gif&imgrefurl=http://www.hacibekir.com.tr/eng/hb_markalar.html&usg=__j7wLU9TL9VZSrBMJ19MKgs5qqvQ=&h=305&w=294&sz=39&hl=tr&start=7&tbnid=Ky0AZSTB1EjawM:&tbnh=116&tbnw=112&prev=/images%3Fq%3Dhac%25C4%25B1%2Bbekir%26gbv%3D2%26hl%3Dtr%26sa%3DG

Logo ve Semboller önemlidir…

http://images.google.com.tr/imgres?imgurl=http://www.itusozluk.com/img.php/2e44330575f7d576878bc6fff7ca5f3620121/coca%2Bcola&imgrefurl=http://www.itusozluk.com/gorseller.php/coca%2Bcola/2763&usg=__8VSKC-b00EY9xtAbXMS5I2-OeDM=&h=320&w=320&sz=28&hl=tr&start=8&tbnid=fT0rSoOXEXrFmM:&tbnh=118&tbnw=118&prev=/images%3Fq%3Dcoca%2Bcola%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.isparta.gov.tr/new/cpanel/img/olimpiyatlar.jpg&imgrefurl=http://www.isparta.gov.tr/gundemoku1.php%3Fid%3D168&usg=__uTgiaGFrzHiFHFOhRq0dFYbo6y0=&h=323&w=400&sz=7&hl=tr&start=2&tbnid=IQ4gCt5neoSk5M:&tbnh=100&tbnw=124&prev=/images%3Fq%3Dolimpiyatlar%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.transport.polymtl.ca/civ1120/etud_h08/EL_KAOUSSI/playboy_logo_sex.jpg&imgrefurl=http://blogs.myspace.com/index.cfm%3Ffuseaction%3Dblog.view%26friendID%3D38068039%26blogID%3D458903606&usg=__4rQjVZ2r3yOm4zdHrB57IqdBRQc=&h=403&w=384&sz=12&hl=tr&start=2&tbnid=xzlQeFnc4LQvKM:&tbnh=124&tbnw=118&prev=/images%3Fq%3Dplayboy%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.golfresortsintl.com/images/rolex_logo.jpg&imgrefurl=http://www.golfresortsintl.com/sponsors.html&usg=__1qk9CT_M1XFVhm6OyPlMgprZJy0=&h=827&w=1417&sz=88&hl=tr&start=15&tbnid=vcFqDjkJGwj0zM:&tbnh=88&tbnw=150&prev=/images%3Fq%3Drolex%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.itusozluk.com/img.php/f7017bf4ef1e581f9a4fb807858ce1e17425/nike&imgrefurl=http://www.itusozluk.com/gorseller.php/nike/5979&usg=__N7KcjzYWsYBfjMqC4O5imxVQjxs=&h=338&w=450&sz=10&hl=tr&start=1&tbnid=zhk2nckUv8mPWM:&tbnh=95&tbnw=127&prev=/images%3Fq%3DNike%26gbv%3D2%26hl%3Dtr%26sa%3DG

http://images.google.com.tr/imgres?imgurl=http://www.argenpress.info/images/fotografias/argentina/ddhh/MercedesBenzLogo.jpg&imgrefurl=http://www.turkboard.com/viewpost.php%3Fp%3D2361400&usg=__oh_3z8WXXhBA_wfL378dLVD0i7o=&h=315&w=400&sz=20&hl=tr&start=9&tbnid=1mglM_hdnxyVGM:&tbnh=98&tbnw=124&prev=/images%3Fq%3Dmercedes%2By%25C4%25B1ld%25C4%25B1z%25C4%25B1%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.leblogauto.com/images/bmw_logo.gif&imgrefurl=http://www.sohbetozel.org/forum/viewtopic.php%3Fp%3D5826&usg=__nG7Pwiu3vyFe1qb4EZdVR9bz-P8=&h=373&w=400&sz=39&hl=tr&start=1&tbnid=6rtOWYuUXiZwUM:&tbnh=116&tbnw=124&prev=/images%3Fq%3Dbmw%2Bamblemi%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.dcsc.tudelft.nl/~outofcontrol/shell-logo-t.jpg&imgrefurl=http://www.dcsc.tudelft.nl/~outofcontrol/agenda.html&usg=__lB3StgUBIaod1WimrHqKaXS6-BI=&h=303&w=350&sz=20&hl=tr&start=2&tbnid=ocTwEJppFtjcZM:&tbnh=104&tbnw=120&prev=/images%3Fq%3Dshell%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.library.otago.ac.nz/gfx/michelen.gif&imgrefurl=http://www.library.otago.ac.nz/exhibitions/grand_tour/travel.html&usg=__wJz2qsw_3GMZJwWuuImoaWDEQac=&h=152&w=119&sz=9&hl=tr&start=1&tbnid=czY1aOJ7929SSM:&tbnh=96&tbnw=75&prev=/images%3Fq%3Dmichelen%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://jddealer.deere.com/DeereFiles/RegionNA/LargeImages/JohnDeereLogo/JohnDeere-Logo-4C-Lvert.jpg&imgrefurl=http://jddealer.deere.com/tricountyequipment/Sales_Specials_1.html%3FcurrState%3D1&usg=__uGU8vh4ttg2gXkvHIiiumFPxebg=&h=309&w=449&sz=19&hl=tr&start=1&tbnid=wY9TL_2bdtsY4M:&tbnh=87&tbnw=127&prev=/images%3Fq%3Djohn%2Bdeere%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.amblemler.com/data/thumbnails/28/thy_thy-logo.jpg&imgrefurl=http://www.amblemler.com/k-karisik-amlemler-28.htm&usg=__u_tWAF-NnphNFKkkEKSLf_apgVk=&h=75&w=100&sz=3&hl=tr&start=4&tbnid=7Hbx3gNlH7kAdM:&tbnh=61&tbnw=82&prev=/images%3Fq%3Dt%25C3%25BCrk%2Bhava%2Byollar%25C4%25B1%2Bamblemi%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.qurbaa.com/images//turkiye-is-bankasi.jpg&imgrefurl=http://www.qurbaa.com/yapi-haber/kira-odeme-himet-paketi-is-bankasinda/2090/.html&usg=__oJlxx4Gpp15mozG-MkoWoTXMhI8=&h=190&w=190&sz=7&hl=tr&start=3&tbnid=EedcItNeT2bQ_M:&tbnh=103&tbnw=103&prev=/images%3Fq%3Di%25C5%259F%2Bbankas%25C4%25B1%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.business-shop.com/Lacoste0004.jpg&imgrefurl=http://www.coolchaser.com/user/profile/1203292&usg=__JUavMlC6vt3PBRHnzDsFpFto0Dk=&h=369&w=629&sz=18&hl=tr&start=6&tbnid=qe2GGOOGMPv9iM:&tbnh=80&tbnw=137&prev=/images%3Fq%3Dlacoste%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.kampanyaciyiz.com/wp-content/uploads/2008/07/migros.gif&imgrefurl=http://www.kampanyaciyiz.com/Etiket/migros-kampanyalari/&usg=__l2OWfAhyPwU1Kn87SJ_dz_Ai3SA=&h=122&w=110&sz=2&hl=tr&start=4&tbnid=Wh-5tFCVv3oNRM:&tbnh=89&tbnw=80&prev=/images%3Fq%3Dmigros%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.patentofisim.com/templates/resimler/Image/adidas.GIF&imgrefurl=http://www.patentofisim.com/index.php%3FPage%3DHukuki_Alt_Yapi%26HukukiAltYapiNo%3D80&usg=__tPrCzoBZuT-nZDOj0DIMR5LGwWs=&h=322&w=483&sz=14&hl=tr&start=4&tbnid=KX1IfQywU2k_2M:&tbnh=86&tbnw=129&prev=/images%3Fq%3Dadidas%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.firmabulucu.com/images/mcdonalds8.jpg&imgrefurl=http://www.firmabulucu.com/firma/mc-donald-s-mecidiyekoy.html&usg=__rK3pYJo5jhIakjxyT6eKVOsELu4=&h=250&w=250&sz=8&hl=tr&start=16&tbnid=yVatVd7x0vRpBM:&tbnh=111&tbnw=111&prev=/images%3Fq%3Dmc%2Bdonalds%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.foremire.com/blog/upload/image/logo/google-logo/Google-Logo.JPG&imgrefurl=http://www.caralem.com/forum/showthread.php%3Ft%3D11083&usg=__D77QyyLvhpMI0iqa69f24dKEWhE=&h=322&w=661&sz=17&hl=tr&start=17&tbnid=jd-B3PLRgsx9HM:&tbnh=67&tbnw=138&prev=/images%3Fq%3Dgoogle%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://declan.biz/wp-content/uploads/2008/06/apple_logo_640x480.jpg&imgrefurl=http://turkmacforum.com/forum/index.php%3Ftopic%3D6102.0&usg=__HW8rP39SJiO4HCKm1yIPQskDfpg=&h=300&w=400&sz=61&hl=tr&start=18&tbnid=4ATR8Dw1DV8BnM:&tbnh=93&tbnw=124&prev=/images%3Fq%3Dapple%26gbv%3D2%26hl%3Dtr

Bir şirketin logosu gözlere uygun olarak tasarlanmalıdır…

Her iki göze de uygun olarak…

Türkler kulaklarıyla yaşar…. Çıngıllar!!!

http://images.google.com.tr/imgres?imgurl=http://www.keystoneequity.com/images/arbys.jpg&imgrefurl=http://www.keystoneequity.com/Projects.html&usg=__oOQnLLJ9nEvp9GQLVMKTEZNp_EU=&h=298&w=226&sz=19&hl=tr&start=1&tbnid=SgBRN3FUTTAmUM:&tbnh=116&tbnw=88&prev=/images%3Fq%3Darbys%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.telekomedya.com/pictures/Intel%25201.jpg&imgrefurl=http://www.telekomedya.com/cat.asp%3Fid%3D3&usg=__-zzteQc9BE17m9ki7zVreXLzWdo=&h=480&w=640&sz=132&hl=tr&start=2&tbnid=1sXfZVp5AvFQKM:&tbnh=103&tbnw=137&prev=/images%3Fq%3Dintel%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.daimi.au.dk/mobile/pictures/Nokia_logo2.jpg&imgrefurl=http://www.daimi.au.dk/mobile/&usg=__pUXw6BdD9JD0Ji7CB9ET7RqR-uk=&h=250&w=250&sz=34&hl=tr&start=3&tbnid=x25ehhQ2EP-cIM:&tbnh=111&tbnw=111&prev=/images%3Fq%3Dnokia%2Blogo%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://www.abvizyon.com/img/haber/ulker.jpg&imgrefurl=http://www.abvizyon.com/%3Fgit%3D6%26haber%3D2123&usg=__9DvfyUN1Kc3NxFYJXKHOs0DGsfY=&h=190&w=250&sz=6&hl=tr&start=4&tbnid=idttWixjvbp0WM:&tbnh=84&tbnw=111&prev=/images%3Fq%3D%25C3%25BClker%26gbv%3D2%26hl%3Dtr

http://images.google.com.tr/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/0/02/Coca-Cola_light_logo.png&imgrefurl=http://www.diyabetiz.com/forum/viewtopic.php%3Fp%3D1626%26sid%3Debe991a49aa03a76bf3989cf1a52d385&usg=__nr6Yxvqs8JswIIy5MEmP1QaBh20=&h=517&w=517&sz=70&hl=tr&start=2&tbnid=_9wiB2clxDx_wM:&tbnh=131&tbnw=131&prev=/images%3Fq%3Dcoca%2Bcola%2Blight%26gbv%3D2%26hl%3Dtr

RenklerÜlker Çizi?

Coca Cola?

DHL?

IBM?

Renk spektrumunun kırmızı tarafındaki renkler retinanın arkasında oluşur, mavi tarafındakiler önünde.

Bir marka rakibin kullandığı rengin tam tersini kullanabilir…

http://images.google.com.tr/imgres?imgurl=http://www.musikidergisi.net/resimler/g%C3%B6kku%C5%9Fa%C4%9F%C4%B1.jpg&imgrefurl=http://www.arsiv2007.musikidergisi.net/%3Fp%3D125&usg=__day2DTCY-bZpgqC1nER_Q0Xu1-g=&h=277&w=380&sz=15&hl=tr&start=2&um=1&tbnid=HEzwdbIsV4oInM:&tbnh=90&tbnw=123&prev=/images%3Fq%3Dg%25C3%25B6kku%25C5%259Fa%25C4%259F%25C4%25B1%26um%3D1%26hl%3Dtr%26sa%3DG

http://images.google.com.tr/imgres?imgurl=http://www.10marifet.org/imaj/525/ahsappaletduvarsaati.jpg&imgrefurl=http://www.10marifet.org/arsiv/2006/11&usg=__uCikIYIyzC02Jp1EPSDuM_DQ3Nw=&h=296&w=324&sz=19&hl=tr&start=1&um=1&tbnid=3fP9eoBjGBG5-M:&tbnh=108&tbnw=118&prev=/images%3Fq%3Dresim%2Bpaleti%26um%3D1%26hl%3Dtr%26sa%3DG

Markalama Stratejileri

*Marka genişliği (Brand line )-3m-GE-BOCSH-SİEMENS

***BİR MARKANIN GÜCÜ YAYILMA ALANIYLA TERS OTANTILIDIR.

*Marka Derinliği-General Motors-Procter&Gamble-Seiko

http://images.google.com.tr/imgres?imgurl=http://web.mit.edu/gradecakgroup/img/3M.gif&imgrefurl=http://web.mit.edu/gradecakgroup/research.html&usg=__IeVReCGCXhEG8IN7oViWMiYB5zk=&h=262&w=378&sz=3&hl=tr&start=1&um=1&tbnid=z66H8Nl614BHpM:&tbnh=85&tbnw=122&prev=/images%3Fq%3D3M%26um%3D1%26hl%3Dtr%26sa%3DG

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