{"id":94,"date":"2018-05-18T11:36:11","date_gmt":"2018-05-18T08:36:11","guid":{"rendered":"http:\/\/argusga.com\/blog\/?p=94"},"modified":"2021-03-31T14:24:10","modified_gmt":"2021-03-31T11:24:10","slug":"basarili-bir-marka-yaratmak-icin-4-altin-kural","status":"publish","type":"post","link":"https:\/\/argusga.com\/blog\/basarili-bir-marka-yaratmak-icin-4-altin-kural\/","title":{"rendered":"Ba\u015far\u0131l\u0131 bir marka yaratmak i\u00e7in 4 alt\u0131n kural"},"content":{"rendered":"

Argus olarak 14 y\u0131ld\u0131r markalar\u0131n b\u00fcy\u00fcme sorunlar\u0131na \u00e7\u00f6z\u00fcm \u00fcretmek \u00fczere \u00e7al\u0131\u015f\u0131yoruz. Argus\u2019un \u00fcn\u00fc, \u00e7ok k\u0131sa s\u00fcrede g\u00fc\u00e7l\u00fc sonu\u00e7lar yaratmas\u0131nda. Bir y\u0131ldan k\u0131sa s\u00fcrede s\u0131f\u0131rdan pazar liderli\u011fine oturan, 1 y\u0131ldan k\u0131sa s\u00fcrede m\u00fc\u015fteri say\u0131s\u0131n\u0131 %50 b\u00fcy\u00fcten, sadece 6 ayda ciro ve karl\u0131l\u0131kta sekt\u00f6r liderli\u011fi sa\u011flayan marka \u00e7\u00f6z\u00fcmlerimizin ard\u0131nda 4 temel kaidenin \u00fczerine in\u015fa edilmi\u015f WINNING BRAND STRATEGY\u00ae modelimiz bulunuyor. WINNING BRAND STRATEGY\u00ae \u2019yi \u015fekillendiren bu 4 kaide, sadece etkili de\u011fil, ayn\u0131 zamanda yal\u0131n ve kolay anla\u015f\u0131l\u0131r bir yakla\u015f\u0131ma da sahip. Marka yol haritan\u0131z\u0131 \u015firketteki herkesin kolayl\u0131kla anlamas\u0131, onun uygulanmas\u0131n\u0131 da daha m\u00fcmk\u00fcn k\u0131l\u0131yor. Bu sayede hem hedefler (ve KPI\u2019lar) hem de kaynaklar sonu\u00e7 getirecek alanlara odaklanabiliyor. Ciro, sat\u0131\u015f ve k\u00e2rl\u0131l\u0131k gibi \u015firketin temel performans hedeflerine odaklanm\u0131\u015f bir pazarlama anlay\u0131\u015f\u0131; marka konumu, marka ba\u011f\u0131 (brand engagement), marka el\u00e7ili\u011fi, a\u015fk markas\u0131 (lovebrand) gibi soyut ve ileti\u015fim odakl\u0131 kavramlarla marka y\u00f6neten anlay\u0131\u015fa g\u00f6re \u015firket i\u00e7inde daha fazla kabul ve destek g\u00f6r\u00fcyor. \u00a0Ne kadar i\u015fe yarad\u0131\u011f\u0131 tart\u0131\u015fmal\u0131 olan ileti\u015fim odakl\u0131 kavramlar yerine y\u00fcze yak\u0131n vakada ba\u015far\u0131l\u0131 sonu\u00e7lar yaratt\u0131\u011f\u0131 kan\u0131tlanm\u0131\u015f sonu\u00e7 odakl\u0131 bir yakla\u015f\u0131m isterseniz, i\u015fte Argus\u2019un WINNING BRAND STRATEGY\u00ae modelini olu\u015fturan 4 temel kaide:<\/em><\/p>\n

    \n
  1. \u00d6denen paran\u0131n daha iyi kar\u015f\u0131l\u0131\u011f\u0131 olmak<\/strong><\/li>\n<\/ol>\n

    Marka bir al\u0131\u015fveri\u015f arac\u0131d\u0131r. Ticari bir metad\u0131r ve \u00f6ncelikle kendisinden beklenen i\u015fi yapmas\u0131 gerekir. M\u00fc\u015fteriniz, markan\u0131zdan \u00f6ncelikle \u00f6dedi\u011fi paran\u0131n kar\u015f\u0131l\u0131\u011f\u0131n\u0131 vermesini bekler. Yayg\u0131n inan\u0131\u015f\u0131n aksine, hayat\u0131ndaki markalar\u0131n \u00e7o\u011funa \u00f6nem bile vermez. Size \u00f6nerimiz, enerjinizi m\u00fc\u015fterinin sizden bekledi\u011fi temel \u015feye odaklaman\u0131z: SUNDU\u011eUNUZ DE\u011eERE. Markan\u0131z\u0131n de\u011fer teklifini olu\u015ftururken dikkate alman\u0131z gereken \u015fey, m\u00fc\u015fterinin hayat\u0131ndaki k\u00fclfet ve haz kayna\u011f\u0131 olan durumlar\u0131 sizin markan\u0131z ve\/veya \u00fcr\u00fcn\u00fcn\u00fczle rakiplerden nas\u0131l DAHA \u0130Y\u0130 kar\u015f\u0131layabilece\u011finiz olmal\u0131. Markan\u0131z m\u00fc\u015fterinizin hayat\u0131ndaki bir k\u00fclfeti rakiplerinize g\u00f6re daha iyi giderebilmeli veya haz veren bir durumu daha \u00e7ok haz verecek hale getirebilmeli. \u00a0Marka de\u011fer teklifinin \u00f6z\u00fc budur.<\/p>\n

    K\u00fclfet ve haz kaynaklar\u0131n\u0131 a\u00e7\u0131\u011fa \u00e7\u0131karman\u0131n yolu ise, m\u00fc\u015fterinin i\u00e7 d\u00fcnyas\u0131n\u0131 ve davran\u0131\u015flar\u0131n\u0131 derinlemesine ara\u015ft\u0131rmaktan ge\u00e7iyor.<\/p>\n

      \n
    1. M\u00fc\u015fterinin sat\u0131n almak isteyece\u011fi markalar\u0131n aras\u0131na girmek<\/strong><\/li>\n<\/ol>\n

      \u0130nsanlar herhangi bir \u00fcr\u00fcn grubunda tek bir markaya de\u011fil, bir marka grubuna sad\u0131k olurlar. Yani, m\u00fc\u015fterinin akl\u0131ndaki markalar\u0131n aras\u0131nda yer alabildi\u011finiz \u00f6l\u00e7\u00fcde tercih edilme \u015fans\u0131na sahip olursunuz. Bu y\u00fczden m\u00fc\u015fterinin marka setine girmek kritik \u00f6nem ta\u015f\u0131yan bir marka hedefi olarak y\u00f6netilmelidir. Peki, m\u00fc\u015fterinin akl\u0131ndaki markalar\u0131n aras\u0131na girmek i\u00e7in ne yapmal\u0131s\u0131n\u0131z? Bunun k\u0131sa yan\u0131t\u0131: d\u00fczenli ileti\u015fim (reklam) yapmak. Ancak sadece d\u00fczenli ileti\u015fim de tek ba\u015f\u0131na yeterli de\u011fil. Markan\u0131n sundu\u011fu de\u011fer teklifini ve markaya ait ayr\u0131\u015ft\u0131r\u0131c\u0131 unsurlar\u0131 (renk, logo, \u015fekil, form, amblem, ses vb) kapsayan bir marka haf\u0131zas\u0131 yaratmak da gerekir. Marka haf\u0131zas\u0131, kategori ile sizin markan\u0131z\u0131n kolayca e\u015fle\u015ftirilmesini, rakip se\u00e7eneklerin aras\u0131ndan fark edilmenizi m\u00fcmk\u00fcn k\u0131lan ayr\u0131\u015ft\u0131r\u0131c\u0131 k\u0131sa yollar sunman\u0131z\u0131 sa\u011flar.<\/p>\n

        \n
      1. Sat\u0131n alma an\u0131nda bulunur ve eri\u015filebilir olmak<\/strong><\/li>\n<\/ol>\n

        \u0130stedi\u011finiz kadar iyi bir de\u011fer teklifiniz olsun, istedi\u011finiz kadar m\u00fc\u015fterinin akl\u0131ndaki markalar\u0131n aras\u0131nda yer al\u0131n, e\u011fer sat\u0131n alma an\u0131nda sat\u0131\u015f noktas\u0131nda fiziksel olarak bulunmuyorsan\u0131z, satma \u015fans\u0131n\u0131z olmaz. Bu y\u00fczden \u00fc\u00e7\u00fcnc\u00fc kaide bulunurluk.<\/p>\n

          \n
        1. Sat\u0131n alman\u0131n \u00f6n\u00fcndeki engelleri kald\u0131rmak<\/strong><\/li>\n<\/ol>\n

          \u015eahane bir de\u011fer teklifiniz oldu\u011fu, insanlar\u0131n akl\u0131ndaki markalardan birisi oldu\u011funuz, sat\u0131\u015f noktas\u0131nda da bulundu\u011funuz halde m\u00fc\u015fteri sizi hala sat\u0131n almayabilir. Son kaide sat\u0131n alman\u0131n \u00f6n\u00fcndeki engelleri kald\u0131rmak. Bu unsur, marka y\u00f6netiminin her g\u00fcn ve her an uygulamas\u0131 gereken, sava\u015f\u0131 cephede g\u00f6\u011f\u00fcs g\u00f6\u011f\u00fcse \u00e7arp\u0131\u015farak kazanma alan\u0131. Sat\u0131n alman\u0131n \u00f6n\u00fcndeki engelleri kald\u0131rmak ne demek? Basit yan\u0131t\u0131 m\u00fc\u015fteriye sizin \u00fcr\u00fcn\u00fcn\u00fcz\u00fc almaktan vazge\u00e7irecek bahaneler b\u0131rakmamak. Yani, fiyat, \u00fcr\u00fcn \u00e7e\u015fitlili\u011fi, ambalaj konfig\u00fcrasyonu, \u00f6deme kolayl\u0131klar\u0131, sat\u0131\u015f sonras\u0131 g\u00fcvenceler gibi unsurlarda rakiplerden daha iyi performans g\u00f6stermek. Sat\u0131n alman\u0131n \u00f6n\u00fcndeki engelleri kald\u0131r\u0131rken her \u015feyi bir anda yapmaya \u00e7al\u0131\u015fmak de\u011fil, m\u00fc\u015fteri i\u00e7in daha \u00f6ncelikli olan unsurlarda kusursuz performans sunmaya odaklanmak daha etkili sonu\u00e7 verir. Yani \u00f6rne\u011fin sat\u0131\u015f sonras\u0131 g\u00fcvenceler \u00e7ok \u00f6nemli bir unsurken, fiyat avantaj\u0131na odaklanman\u0131z hala tercih edilmemeye yol a\u00e7abilir.<\/p>\n

          Bora Al\u00e7\u0131<\/p>\n

          Kurucu,<\/p>\n

          Argus Growth Agency: T\u00fcrkiye\u2019nin lider b\u00fcy\u00fcme dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi<\/p>\n

          Argus Growth Agency \u015firketlerin ve markalar\u0131n b\u00fcy\u00fcme performans\u0131n\u0131 geli\u015ftirecek dan\u0131\u015fmanl\u0131k, analiz ve ara\u015ft\u0131rma hizmetleri sunar. B\u00fcy\u00fcme hedeflerinizi ger\u00e7ekle\u015ftirmeniz i\u00e7in size de yol g\u00f6stermemizi isterseniz bize ula\u015f\u0131n: hello@argusga.com<\/p>\n","protected":false},"excerpt":{"rendered":"

          Argus olarak 14 y\u0131ld\u0131r markalar\u0131n b\u00fcy\u00fcme sorunlar\u0131na \u00e7\u00f6z\u00fcm \u00fcretmek \u00fczere \u00e7al\u0131\u015f\u0131yoruz. Argus\u2019un \u00fcn\u00fc, \u00e7ok k\u0131sa s\u00fcrede g\u00fc\u00e7l\u00fc sonu\u00e7lar yaratmas\u0131nda. Bir y\u0131ldan k\u0131sa s\u00fcrede s\u0131f\u0131rdan pazar liderli\u011fine oturan, 1 y\u0131ldan k\u0131sa s\u00fcrede m\u00fc\u015fteri say\u0131s\u0131n\u0131 %50 b\u00fcy\u00fcten, sadece 6 ayda ciro ve karl\u0131l\u0131kta sekt\u00f6r liderli\u011fi sa\u011flayan marka \u00e7\u00f6z\u00fcmlerimizin ard\u0131nda 4 temel kaidenin \u00fczerine in\u015fa edilmi\u015f WINNING BRAND […]<\/p>\n","protected":false},"author":1,"featured_media":283,"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\/94"}],"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=94"}],"version-history":[{"count":10,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/94\/revisions"}],"predecessor-version":[{"id":327,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/94\/revisions\/327"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media\/283"}],"wp:attachment":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media?parent=94"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/categories?post=94"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/tags?post=94"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}