BA\u011eLAMA UYGUNLUK (Birinci B)<\/strong><\/p>\n\n\n\n Marka-m\u00fc\u015fteri ili\u015fkisi, i\u00e7inde para al\u0131\u015fveri\u015fi olan her ili\u015fkide oldu\u011fu gibi \u00f6ncelikle bir ticari \u00e7\u0131kar ili\u015fkisidir. Bu y\u00fczden bir markan\u0131n \u00f6nceli\u011fi m\u00fc\u015fterisine fayda\/de\u011fer sunmas\u0131d\u0131r. Marka de\u011fer teklifini \u015fekillendirirken m\u00fc\u015fteri ve \u00fcr\u00fcn kategorisi aras\u0131ndaki t\u00fcm olas\u0131 ba\u011flamlarda daha uygun bir \u00e7\u00f6z\u00fcm sunabilmeyi hedeflemek gerekir. Ba\u011flama uygun olmak konusunda ilham almak i\u00e7in \u015fu blog yaz\u0131lar\u0131m\u0131za g\u00f6z atabilirsiniz: Ba\u011flama uygunluk ba\u015fl\u0131\u011f\u0131 alt\u0131nda dikkate alabilece\u011finiz unsurlar \u015funlar:<\/p>\n\n\n\n M\u00fc\u015fterinin kategoriyle ba\u011flant\u0131l\u0131 ihtiya\u00e7lar\u0131na ve ya\u015fad\u0131\u011f\u0131 k\u00fclfetlere, kategoriye atfetti\u011fe de\u011fere, y\u00fcksek de\u011fer alg\u0131s\u0131n\u0131 olu\u015fturan kriterlere, kategori i\u00e7in uygun buldu\u011fu fiyat d\u00fczeyine, kullan\u0131m yerine, kullan\u0131m amac\u0131na, kullan\u0131m \u015fekline rakip se\u00e7eneklere g\u00f6re DAHA UYGUN B\u0130R \u00c7\u00d6Z\u00dcM OLMAK <\/em><\/p>\n\n\n\n B\u0130L\u0130N\u0130RL\u0130K (\u0130kinci B)<\/strong><\/p>\n\n\n\n Marka ba\u015far\u0131s\u0131 i\u00e7in \u00f6nemli kriterlerden birisi m\u00fc\u015fterinin akl\u0131ndaki markalar\u0131n aras\u0131na girebilmek. Marka ileti\u015fimi bu y\u00fczden olduk\u00e7a kritik bir i\u015f. Marka ileti\u015fiminde ba\u015far\u0131 getiren ise ileti\u015fimin d\u00fczenli ve s\u00fcrekli olmas\u0131n\u0131 sa\u011flamak. \u0130leti\u015fimin d\u00fczenli ve s\u00fcrekli olmas\u0131ndan markan\u0131n tek bir marka konumland\u0131rma unsuru \u00fczerine in\u015fa edilmesini kastetmiyoruz. \u0130\u015fin asl\u0131, markalar ne kadar odakl\u0131 ve az \u015feyle e\u015fle\u015ftiklerinde de\u011fil, i\u00e7inde yer ald\u0131klar\u0131 \u00fcr\u00fcn grubunun t\u00fcm kullan\u0131m alanlar\u0131nda ve genel marka se\u00e7im kriterlerinde olabildi\u011fince geni\u015f bir kar\u015f\u0131l\u0131k bulduklar\u0131nda tercihte \u00f6ne ge\u00e7me \u015fans\u0131 yakalarlar. Pazarlama alan\u0131nda deneyimli olan bir\u00e7o\u011fumuzun farkl\u0131 pazarlarda yap\u0131lm\u0131\u015f marka imaj\u0131 veya U&A ara\u015ft\u0131rmalar\u0131nda g\u00f6rd\u00fc\u011f\u00fc tekrar eden bir tema var: kategoriden ba\u011f\u0131ms\u0131z olarak, o kategoriye ait t\u00fcm imaj unsurlar\u0131 lider markaya atfedilir. Al\u0131\u015fveri\u015f d\u00fc\u015f\u00fcncesi olu\u015ftu\u011funda veya al\u0131\u015fveri\u015f an\u0131nda m\u00fc\u015fterinin sat\u0131n almay\u0131 d\u00fc\u015f\u00fcnebilece\u011fi markalardan birisi olmak. M\u00fc\u015fteriye daha y\u00fcksek de\u011fer vaat eden marka bile\u015fenlerini hat\u0131rlatan bir marka haf\u0131zas\u0131na sahip olmak. M\u00fc\u015fterinin akl\u0131ndaki marka seti i\u00e7inde rakip se\u00e7eneklere g\u00f6re DAHA \u00d6NCE AKLA GELEN B\u0130R SE\u00c7ENEK OLMAK<\/em><\/p>\n\n\n\n BULUNURLUK (\u00dc\u00e7\u00fcnc\u00fc B)<\/strong><\/p>\n\n\n\n Bir markan\u0131n sat\u0131n al\u0131nabilir se\u00e7enek olmas\u0131 i\u00e7in ak\u0131ldaki markalar\u0131n aras\u0131nda yer almas\u0131 tek ba\u015f\u0131na yeterli de\u011fil, al\u0131\u015fveri\u015f an\u0131nda m\u00fc\u015fterinin o markaya ula\u015fabilmesi yani sat\u0131\u015f noktas\u0131nda markan\u0131n \u00fcr\u00fcnlerinin\/hizmetlerinin fiziksel olarak bulunmas\u0131 da \u00f6nemli. Bulunurlukla ilgili en kritik konu, markan\u0131n pazar oda\u011f\u0131na ba\u011fl\u0131 olarak hedefledi\u011fi m\u00fc\u015fterilerin al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131 t\u00fcm sat\u0131\u015f kanallar\u0131nda do\u011fru \u00fcr\u00fcn\/hizmet karmas\u0131 ile yer almas\u0131. Yani, b\u00fcy\u00fcme hedefi olan bir markan\u0131n, sadece marka ileti\u015fimi yat\u0131r\u0131m\u0131 ile b\u00fcy\u00fcmesinin s\u0131n\u0131rlar\u0131 vard\u0131r. B\u00fcy\u00fcmek i\u00e7in fiziksel yayg\u0131nl\u0131\u011fa da e\u015f zamanl\u0131 olarak yat\u0131r\u0131m yapmak ve olabildi\u011fince \u00e7ok m\u00fc\u015fteriye eri\u015febilir olmak gerekir. Bulunurluk ba\u015fl\u0131\u011f\u0131 alt\u0131nda dikkate alman\u0131z gerekenler \u015funlar: <\/p>\n\n\n\n M\u00fc\u015fterinin kategoriye dair al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131 t\u00fcm farkl\u0131 sat\u0131\u015f kanallar\u0131nda en yayg\u0131n \u015fekilde bulunur olmak. Al\u0131\u015fveri\u015fin ger\u00e7ekle\u015fti\u011fi sat\u0131\u015f kanal\u0131nda rakip se\u00e7eneklere g\u00f6re DAHA YAYGIN \u015eEK\u0130LDE M\u00dc\u015eTER\u0130N\u0130N \u00d6N\u00dcNE \u00c7IKMAK<\/em><\/p>\n\n\n\n BEL\u0130RG\u0130NL\u0130K (D\u00f6rd\u00fcnc\u00fc B)<\/strong><\/p>\n\n\n\n Marka y\u00f6netiminin ilk 3 B’sinin m\u00fc\u015fterinin dikkatini nas\u0131l \u00e7ekece\u011finin ve sat\u0131n alma an\u0131nda nas\u0131l \u00f6ne \u00e7\u0131kaca\u011f\u0131n\u0131n yan\u0131t\u0131 belirginlik yaratmakta. Belirginlik deyince, markan\u0131n rakip se\u00e7eneklerden ayr\u0131\u015facak kadar farkl\u0131, kategoriyi \u00e7a\u011fr\u0131\u015ft\u0131racak kadar benzer oldu\u011fu unsurlar\u0131 bir arada d\u00fc\u015f\u00fcnmek gerek. Rakiplerden ayr\u0131\u015fmak i\u00e7in kategorinin kodlar\u0131ndan tamamen kopmak bir marka intihar\u0131 da olabilir. Y\u0131llar \u00f6nce farkl\u0131la\u015fma konusunu \u00e7ok ileri bir noktaya ta\u015f\u0131yan Moova s\u00fct \u00fcr\u00fcnleri markas\u0131n\u0131 belki hat\u0131rlayanlar olabilir. Moova marka vaadini farkl\u0131la\u015ft\u0131rman\u0131n \u00f6tesinde, ne marka vaadini \u00e7a\u011fr\u0131\u015ft\u0131ran (masumiyet) ne de kategoriyi hat\u0131rlatan bir marka kimli\u011fi ile lanse edilmi\u015fti. Aksine t\u00fcm al\u0131\u015f\u0131lm\u0131\u015f kodlar\u0131n d\u0131\u015f\u0131nda mor marka rengi, a\u015f\u0131r\u0131 modern bir logo ve soyut semboller kullanm\u0131\u015ft\u0131. \u00c7ok b\u00fcy\u00fck pazarlama yat\u0131r\u0131m\u0131 yapt\u0131\u011f\u0131 halde \u00e7ok k\u0131sa bir zaman i\u00e7inde piyasadan \u00e7ekilmek zorunda kalm\u0131\u015ft\u0131. <\/p>\n\n\n\n Belirginlik ba\u015fl\u0131\u011f\u0131 alt\u0131nda dikkate alman\u0131z gerekenler \u015funlar: <\/p>\n\n\n\n Al\u0131\u015fveri\u015f karar\u0131n\u0131n verildi\u011fi noktada daha y\u00fcksek de\u011fer vaadini hat\u0131rlatan marka haf\u0131zas\u0131 unsurlar\u0131yla rakip se\u00e7eneklerden ayr\u0131\u015fmak. Al\u0131\u015fveri\u015f kanal\u0131nda rakip se\u00e7eneklere g\u00f6re DAHA \u00c7EK\u0130C\u0130 B\u0130R SE\u00c7ENEK OLARAK \u00d6NE \u00c7IKMAK<\/em><\/p>\n\n\n\n BAHANES\u0130ZL\u0130K (Be\u015finci B)<\/strong><\/p>\n\n\n\n \u015eu ana kadar listeledi\u011fimiz 4 B’yi en do\u011fru \u015fekilde yapt\u0131\u011f\u0131n\u0131z halde hala %100 marka ba\u015far\u0131s\u0131na ula\u015famayabilirsiniz. \u00c7\u00fcnk\u00fc al\u0131\u015fveri\u015f s\u00fcre\u011fen bir eylem. Her an yeni dinamiklerle \u015fekillenen ve kartlar\u0131n her yeni g\u00fcn yeniden kar\u0131ld\u0131\u011f\u0131 bir s\u00fcre\u00e7. Bu y\u00fczden son madde, m\u00fc\u015fterilerin al\u0131\u015fveri\u015f karar\u0131n\u0131 kendi markan\u0131z lehine etkileyecek g\u00fcndelik operasyonlar\u0131 ve \u00e7\u00f6z\u00fcmleri kaps\u0131yor. Buna, m\u00fc\u015fterinin sizin markan\u0131z\u0131 tercih etmesinin \u00f6n\u00fcnde hi\u00e7bir engel ve bahane b\u0131rakmamay\u0131 anlatmas\u0131 i\u00e7in bahanesizlik ad\u0131n\u0131 verdik. Marka tercihinin, m\u00fc\u015fterinin akl\u0131ndaki markalar\u0131n bir birlerine kar\u015f\u0131 g\u00f6rece \u00fcst\u00fcnl\u00fcklerine g\u00f6re \u015fekillendi\u011fini hep hat\u0131rda tutmak gerek. Markan\u0131z\u0131n t\u00fcm \u00fclkedeki sat\u0131\u015f noktalar\u0131nda genel fiyat endeksinin kabul edilebilir d\u00fczeyde olmas\u0131, m\u00fc\u015fterinin al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131 bir noktada rakip se\u00e7ene\u011fin fiyat\u0131n\u0131n \u00e7ok uygun oldu\u011fu durumda hi\u00e7bir i\u015finize yaramaz. O sat\u0131\u015f noktas\u0131nda, sat\u0131\u015f kaybedebilirsiniz. Veya t\u00fcm marka de\u011fer teklifiniz olduk\u00e7a \u00e7ekici ve cazip oldu\u011fu halde, sat\u0131\u015f sonras\u0131 hizmetlerde, garantilerde veya \u00f6deme ko\u015fullar\u0131nda rakiplerinizin gerisinde kalabilirsiniz. T\u00fcm bunlar markan\u0131n son karar an\u0131nda kazanmas\u0131na veya kaybetmesine yol a\u00e7abilir. Bu y\u00fczden de marka y\u00f6netimin sadece strateji ve ileti\u015fimden ibaret olmad\u0131\u011f\u0131n\u0131, bizzat sahada y\u00f6netilmesi gereken bir rekabet sava\u015f\u0131 oldu\u011funu hep ak\u0131lda tutmak gerekir. Bahanesizlik ba\u015fl\u0131\u011f\u0131 alt\u0131nda dikkate alman\u0131z gerekenler \u015funlar: <\/p>\n\n\n\n M\u00fc\u015fterinin sat\u0131n almas\u0131n\u0131 engelleyen her t\u00fcrl\u00fc karma\u015fa, k\u00fclfet ve zorlu\u011fu ortadan kald\u0131rmak. Alg\u0131lanan de\u011fer alg\u0131s\u0131n\u0131 g\u00fc\u00e7lendirecek u\u00e7tan uca bir sat\u0131\u015f teklifi sunmak. Sat\u0131n alma an\u0131nda rakip se\u00e7eneklere g\u00f6re \u00d6DENEN PARANIN DAHA \u0130Y\u0130 KAR\u015eILI\u011eI OLARAK \u00d6NE \u00c7IKMAK<\/em><\/p>\n\n\n\n Argus Growth Agency olarak, marka y\u00f6netimine dair ortaya koydu\u011fumuz bu 5B yakla\u015f\u0131m\u0131n\u0131n toplam\u0131 i\u00e7in ise KUSURSUZ UYGUNLUK <\/strong>(\u0130ngilizcesi ile superior relevance) ifadesini kullan\u0131yoruz. Argus’ta marka y\u00f6netimini ileti\u015fim odakl\u0131 bir alg\u0131 y\u00f6netimi i\u015fi olmaktan \u00f6te, \u015firket i\u00e7in art\u0131 de\u011ferli b\u00fcy\u00fcme sa\u011flayan b\u00fct\u00fcnle\u015fik bir stratejik y\u00f6netim fonksiyonu olarak g\u00f6r\u00fcyoruz. Bu y\u00fczden bir markan\u0131n m\u00fc\u015fterisine dokundu\u011fu her noktada rakiplerinden daha farkl\u0131 de\u011fil, DAHA UYGUN (=duruma daha iyi fit eden) B\u0130R SE\u00c7ENEK oldu\u011funu \u00f6ne \u00e7\u0131karmas\u0131 gerekti\u011fini savunuyoruz. <\/p>\n\n\n\n Son olarak \u015funu belirtmek isteriz: Bu 5 ba\u015fl\u0131\u011f\u0131 kavramla\u015ft\u0131r\u0131rken, ge\u00e7mi\u015f deneyimlerimizin bize g\u00f6sterdi\u011fi ba\u015far\u0131l\u0131 uygulamalar\u0131, pazarlama ara\u015ft\u0131rmalar\u0131na odaklanm\u0131\u015f Ehrenberg-Bass Institute’un ortaya koydu\u011fu bilimsel \u00e7al\u0131\u015fmalarla harmanlad\u0131k. Burada listeledi\u011fimiz yakla\u015f\u0131mlar\u0131 daha g\u00fc\u00e7l\u00fc \u015fekilde savunulabilir k\u0131ld\u0131klar\u0131 ve bilimsel verilerle destekledikleri i\u00e7in kendilerine uzaktan da olsa te\u015fekk\u00fcr etmek isteriz.<\/p>\n\n\n\n Bora Al\u00e7\u0131<\/p>\n\n\n\n Kurucu, <\/p>\n\n\n\n Argus\nGrowth Agency: T\u00fcrkiye\u2019nin lider b\u00fcy\u00fcme dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi<\/p>\n\n\n\n Argus Growth\nAgency \u015firketlerin ve markalar\u0131n b\u00fcy\u00fcme performans\u0131n\u0131 geli\u015ftirecek dan\u0131\u015fmanl\u0131k,\nanaliz ve ara\u015ft\u0131rma hizmetleri sunar. B\u00fcy\u00fcme hedeflerinizi ger\u00e7ekle\u015ftirmeniz\ni\u00e7in size de yol g\u00f6stermemizi isterseniz bize ula\u015f\u0131n: hello@argusga.com<\/p>\n","protected":false},"excerpt":{"rendered":" Marka y\u00f6netimi denince, yayg\u0131n olarak rakiplerden farkl\u0131la\u015fan bir marka alg\u0131s\u0131 (imaj\u0131) olu\u015fturmak anla\u015f\u0131l\u0131yor ancak ger\u00e7ekte, farkl\u0131la\u015fan bir marka alg\u0131s\u0131na sahip olmakla, pazarda g\u00fc\u00e7l\u00fc bir sat\u0131\u015f performans\u0131 g\u00f6stermek aras\u0131nda bir ba\u011flant\u0131 oldu\u011funu kan\u0131tlayan hi\u00e7bir bilimsel ara\u015ft\u0131rma bulunmuyor. Buna ra\u011fmen pazarlamac\u0131lar \u015firket kaynaklar\u0131n\u0131, marka farkl\u0131la\u015fmas\u0131 yarataca\u011f\u0131na inand\u0131klar\u0131 ileti\u015fim kampanyalar\u0131na yat\u0131rmaya devam ediyor. Y\u00fczlerce marka \u00fczerindeki deneyimimiz bize, […]<\/p>\n","protected":false},"author":1,"featured_media":222,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/337"}],"collection":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/comments?post=337"}],"version-history":[{"count":29,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/337\/revisions"}],"predecessor-version":[{"id":386,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/337\/revisions\/386"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media\/222"}],"wp:attachment":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media?parent=337"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/categories?post=337"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/tags?post=337"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
https:\/\/argusga.com\/blog\/adim-adim-katma-deger-yaratmak-1-musteriyi-merkeze-almak\/<\/a> ve
https:\/\/argusga.com\/blog\/adim-adim-katma-deger-yaratmak-2-cekici-bir-deger-teklifine-sahip-olmak\/<\/a> <\/p>\n\n\n\n![\"\"](\"http:\/\/argusga.com\/blog\/wp-content\/uploads\/2020\/06\/5B-summary-1024x582.jpg\")
<\/figure><\/li><\/ul>\n\n\n\n
\u00dcstelik ikinci, \u00fc\u00e7\u00fcnc\u00fc markalara atfedilen imaj unsurlar\u0131n y\u00fczdesel d\u00fczeyleri lider markaya atfedilen unsurlar\u0131n y\u00fczdesel d\u00fczeyinden olduk\u00e7a d\u00fc\u015f\u00fckt\u00fcr. K\u0131sacas\u0131, marka y\u00f6netiminde ak\u0131lda tutmak gereken \u015fey, insanlar\u0131n kendi kimliklerini ifade ederken kulland\u0131\u011f\u0131 “ki\u015fisel imaj” kategorileri hari\u00e7 marka tercihinin bir k\u0131sa yol aray\u0131\u015f\u0131 oldu\u011fudur. \u00c7\u00fcnk\u00fc \u00e7o\u011fu durumda insanlar kategoriden beklentilerini tam olarak ve en iyi \u015fekilde kar\u015f\u0131lad\u0131\u011f\u0131n\u0131 inand\u0131klar\u0131 bir k\u0131sa yol ararlar. Bu y\u00fczden m\u00fc\u015fterinin akl\u0131ndaki markalar\u0131n aras\u0131nda yer al\u0131rken, tek bir konuda iyi veya uzman olmak de\u011fil, m\u00fc\u015fterinin kategoriden beklentisi i\u00e7in tam ve eksiksiz bir se\u00e7enek oldu\u011funu anlatmak \u00e7ok \u00f6nemli. Marka ileti\u015fiminde \u00f6nemli olan bir di\u011fer unsur ise, markan\u0131n rakiplere g\u00f6re daha y\u00fcksek bir fayda sundu\u011funu sembolize eden ve markay\u0131 \u00e7a\u011fr\u0131\u015ft\u0131ran bir marka haf\u0131zas\u0131 (logo, sembol, renk, ses, m\u00fczik, \u015fekil, slogan vb) yaratmas\u0131 gerekti\u011fi. Bilinirlik ba\u015fl\u0131\u011f\u0131 alt\u0131nda dikkate alman\u0131z gerekenler \u015funlar:<\/p>\n\n\n\n![\"\"](\"http:\/\/argusga.com\/blog\/wp-content\/uploads\/2020\/06\/moova.jpg\")