{"id":3465,"date":"2020-11-07T14:16:14","date_gmt":"2020-11-07T11:16:14","guid":{"rendered":"https:\/\/www.kureselhukuk.com\/?p=3465"},"modified":"2020-11-07T14:27:19","modified_gmt":"2020-11-07T11:27:19","slug":"elektronik-cagda-markalasma","status":"publish","type":"post","link":"https:\/\/www.kureselhukuk.com\/en\/elektronik-cagda-markalasma\/","title":{"rendered":"ELEKTRON\u0130K \u00c7A\u011eDA MARKALA\u015eMA"},"content":{"rendered":"

Markala\u015fma<\/em><\/p>\n\n\n\n

D\u00fcnya, y\u00f6r\u00fcngesindeki d\u00f6n\u00fc\u015f\u00fcn\u00fc her tamamlad\u0131\u011f\u0131nda bilimsel s\u0131n\u0131fland\u0131rmayla bir y\u0131l\u0131 daha tamamlam\u0131\u015f oluyoruz.. Yerk\u00fcre her ne kadar ya\u015flan\u0131rsa teknolojiden sosyolojiye, ekonomiden mimariye \u00e7a\u011flar\u0131 a\u015fan bir devinimi de beraberinde ya\u015f\u0131yoruz.<\/p>\n\n\n\n


Z ku\u015fa\u011f\u0131n\u0131n sosyo ekonomik g\u00fcndemin devasa bir k\u0131sm\u0131n\u0131 kaplad\u0131\u011f\u0131 bu \u00e7a\u011fda, ya\u015fam\u0131 yaln\u0131zca bir t\u00fcketici olarak s\u00fcrd\u00fcrmek imkans\u0131z hale geliyor. S\u00f6z konusu ekonominin bir par\u00e7as\u0131 olmaksa ak\u0131llara \u201cdijital \u00e7a\u011fda marka olu\u015fumu\u201d konusunu getiriyor.
Marka terminolojisi, d\u00fcnyan\u0131n t\u00fcm y\u00f6r\u00fcngesel hareketlerinden etkilenen bir hacimle kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. En basit \u00f6rnekle \u00fcr\u00fcnlerin s\u0131n\u0131fland\u0131r\u0131lmas\u0131, \u00fcr\u00fcn \u00e7e\u015fitlili\u011fi ya da alternatiflerin artmas\u0131yla ay\u0131rt edici olman\u0131n en \u00f6nemli akt\u00f6r\u00fc \u00fcreticiyi\/kayna\u011f\u0131 markala\u015fmaya itiyor.<\/p>\n\n\n\n

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Markala\u015fma <\/span>– Kongo Gumi logotype<\/figcaption><\/figure><\/div>\n\n\n\n


Tarihte bilinen en eski marka, Japonya Osaka\u00b4da tap\u0131nak in\u015faat\u0131 yapan Kong\u014d Gumi \u015eirketi. Kong\u014d Gumi marka olarak incelendi\u011finde d\u00f6nemin \u015fartlar\u0131nda imza ihtiyac\u0131yla ortaya \u00e7\u0131km\u0131\u015f bir isim ve tarihselli\u011fini koruyor. Tarihsel s\u00fcre\u00e7 ele\u015ftirel bir bak\u0131\u015fla izlendi\u011finde ise, markala\u015fmadan \u00f6nce \u015firketle\u015fmenin gereklili\u011fi ve ticari alt yap\u0131n\u0131n \u00fcretim-t\u00fcketim d\u00f6ng\u00fcs\u00fcne yeterli oldu\u011fu iddias\u0131 kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. \u00d6te yandan iyi bir marka dan\u0131\u015fman\u0131 olarak tan\u0131nan Al & Laura Ries \u00e7iftinin, Visual Hammer and Battlecry eserlerindeki \u201cMarkalar markad\u0131r, \u015firketler \u015firket, arada bir fark var.\u201d ifadesi s\u00f6z konusu ele\u015ftirilere yan\u0131t niteli\u011finde.<\/em><\/p>\n\n\n\n

markala\u015fma<\/em><\/span><\/p>\n\n\n\n

Dijital \u00e7a\u011fda markala\u015fman\u0131n en \u00f6nemli unsurlar\u0131ndan biri ise pek tabii \u201cbi\u00e7im kural\u0131\u201d. Markalar ortaya \u00e7\u0131kt\u0131klar\u0131 d\u00f6nemin izlerini ta\u015f\u0131rlar. Ta\u015f\u0131d\u0131\u011f\u0131 izlerin yan\u0131 s\u0131ra hedef kitleye bir ileti\u015fim f\u0131rsat\u0131 sunmas\u0131 gereken markalar, imaj y\u00f6netiminin kayna\u011f\u0131 konumundad\u0131r. Ayr\u0131ca s\u00f6z konusu s\u00f6zc\u00fck \u00f6bekleri sadece yaz\u0131ld\u0131\u011f\u0131 gibi okunmamakta ayn\u0131 zamanda do\u011fru bir temsil bi\u00e7imiyle (logo ve logotyplelarla) ambalaj veya ortamlara aktar\u0131lmaktad\u0131r.
Marka olgusunun g\u00fcn\u00fcm\u00fczde yanl\u0131\u015f uygulamalarla kar\u015f\u0131 kar\u015f\u0131ya kald\u0131\u011f\u0131n\u0131 belirtebiliriz. <\/p>\n\n\n\n

\u00d6rne\u011fin Yay\u0131nevleri ad\u0131na konu\u015facak olursak, sadece tabelaya sahip olabilmek ad\u0131na neredeyse t\u00fcm bitki, renk hatta \u00f6l\u00e7\u00fc birimi isimlerine var\u0131ncaya de\u011fin yanl\u0131\u015f markala\u015fmaya gidildi\u011fini g\u00f6rebiliriz.
Marka, \u015fah\u0131slar\u0131 ve hizmetleri g\u00f6r\u00fcn\u00fcr k\u0131labilmek i\u00e7in do\u011fru misyon \u00fczerine in\u015fa edildi\u011finde, sa\u011flanan hizmette bir g\u00fcven ve istikrar alg\u0131s\u0131n\u0131 kolayl\u0131kla olu\u015fturabilirken geli\u015fi g\u00fczel se\u00e7ilmi\u015f isimlerin olumsuz sonu\u00e7lara hatta hukuki sorunlara yol a\u00e7abilece\u011fi de ka\u00e7\u0131n\u0131lmaz bir ger\u00e7ektir.
Do\u011fru bir marka yaratabilmenin \u00fcr\u00fcn veya hizmeti do\u011fru tan\u0131mlayabilmekten ge\u00e7ti\u011fi unutulmamal\u0131d\u0131r. <\/p>\n\n\n\n

Marka – markala\u015fma –<\/span> ve hizmet tarihine bak\u0131ld\u0131\u011f\u0131nda, marka yaratman\u0131n da \u00e7a\u011f atlad\u0131\u011f\u0131n\u0131 kolayl\u0131kla g\u00f6rebiliriz. Daha \u00f6nceleri hedef kitleler k\u00f6y ve kasaba gibi s\u0131n\u0131rl\u0131 alanlarken, g\u00fcn\u00fcm\u00fczde sosyal medya ve elektronik ticaret sistemlerinin de varl\u0131\u011f\u0131yla marka \u00fcreticilerine b\u00fcy\u00fck sorumluluk d\u00fc\u015ft\u00fc\u011f\u00fc a\u00e7\u0131k\u00e7a ortada.
\u0130nternet \u00e7a\u011f\u0131ndan \u00e7ok \u00f6nce yarat\u0131lan markalarda jenerik isimleri (D\u00fcnya Kitabevi \u2013 Global Et ve S\u00fct \u00dcr\u00fcnleri vb.) g\u00fcn\u00fcm\u00fczde do\u011fru b\u00fct\u00e7elerle devasa hedef kitlelere ula\u015ft\u0131rmak m\u00fcmk\u00fcn oldu\u011fu gibi, ge\u00e7en y\u00fczy\u0131lda markalar\u0131n ad\u0131n\u0131 alm\u0131\u015f aile \u015firketlerinin hedef kitle sanc\u0131s\u0131 \u00e7ekti\u011fi konusunda da hemfikiriz.<\/p>\n\n\n\n


Faaliyet\/hizmet alan\u0131m\u0131z her ne olursa olsun, trendlerin art\u0131k \u00e7ok h\u0131zl\u0131 de\u011fi\u015fti\u011fini ve ilk izlenimin geleneksel mecralarla neredeyse asla ger\u00e7ekle\u015fmedi\u011fini baz ald\u0131\u011f\u0131m\u0131zda, markam\u0131z\u0131 dijital ortamlar i\u00e7in anla\u015f\u0131l\u0131r ve cazip k\u0131lmal\u0131y\u0131z. Sonu\u00e7ta do\u011fru ileti\u015fimi yakalamak ve \u00fcretim-t\u00fcketim d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc kusursuz bi\u00e7imde sa\u011flayabilmek i\u00e7in bir estetik kayg\u0131s\u0131na sahip olmay\u0131z.
<\/p>\n\n\n\n

Yaz\u0131n\u0131n ba\u015f\u0131nda yer verdi\u011fimiz Kong\u014d Gumi ,sahipleri defalarca el de\u011fi\u015ftiren bir \u015firket iken marka de\u011ferini \u201ce\u015fsiz ve ilk\u201d olma \u00f6zelli\u011fiyle korumu\u015ftur.
Yani estetik kayg\u0131m\u0131z\u0131 \u00f6zg\u00fcnl\u00fck aray\u0131\u015f\u0131yla birle\u015ftirip markam\u0131z\u0131 bu \u015fekilde olu\u015fturmak zorunday\u0131z. B\u00f6ylece, dijital \u00e7a\u011fda marka aray\u0131\u015f\u0131m\u0131z\u0131; ileti\u015fime a\u00e7\u0131k, estetik ve \u00f6zg\u00fcn s\u0131fatlarla nitelendirebiliriz. Sa\u011fl\u0131cakla kal\u0131n.
<\/p>\n\n\n\n

Kaynaklar:<\/p>\n\n\n\n