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MARKA KONUMLANDIRMANIN ÖNEMİ ve İKİNCİL BİR MARKA YARATMANIN UYGULAMALI ÖRNEĞİ

THE IMPORTANCE OF BRAND POSITIONING AND APPLIED EXAMPLE OF CREATION OF SECONDARY BRAND

Journal Name:

  • Uluslararası Hakemli Akademik Sosyal Bilimler Dergisi

Publication Year:

  • 2011

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Crisis experienced in recent years and technological developments shaped the structure and operation of establishments. Increased costs, consumption differences, competition in the market played great roles in restructuring of many producer and distributor companies. Especially new structuring concerning the protection of brand equity and keeping up in free market emerged. Above all, secondary brand positioning and strategic studies in that direction come first. In this study, wine market was discussed as a model; an applied study was carried out on “Yellow Tail” wines. LİKERT scaled survey was applied on persons consuming the products of Yellow Tail Company. The survey was analysed with SPSS-15 program. It was also evaluated in terms of secondary brand equity by discussing sales and production statistics belonging to activities in last three years of Yellow Tail Company in Turkey. Some statistics methods were used in evaluation and results / suggestions were concluded by assessing financial structure, the feature of holding on, demandable feature and similarities with other brands in terms of efficiency.
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Abstract (Original Language): 
Son yıllarda yaşanan krizler, teknolojik gelişmeler işletmelerin yapısını ve işleyişini şekillendirmiştir. Artan maliyetler, tüketim farklılaşması, piyasadaki rekabet, üretici ve dağıtıcı birçok işletmenin yeniden şekillenmesinde büyük rol oynamıştır. Özellikle serbest piyasada ayakta kalabilmek ve marka değerinin korunmasına ilişkin yeni yapılanmalar ortaya çıkmıştır. Bunların başında ikinci marka konumlandırması ve bu yöndeki stratejik çalışmalar gelmektedir. Yaptığımız bu çalışmada model olarak şarap piyasası ele alınmış, “Yellow Tail” şarapları üzerinde uygulamalı bir çalışma gerçekleştirilmiştir. Yellow Tail işletmesinin ürettiği ürünlere yönelik ürünleri tüketin tüketiciler üzerinde LİKERT ölçekli bir anket uygulanmıştır. Anket SPSS-15 Programı ile analiz edilmiştir. Yellow Tail; işletmesinin Türkiye üzerindeki son üç yıl içindeki faaliyetlerine ait satış ve üretim istatistikleri ele alınarak ikincil marka değeri açısından ayrıca değerlendirilmiştir. Değerlendirmede bazı istatistik teknikler kullanılmış olup, mali yapısı, tutunurluluğu, talep edilebilirliği ve diğer markalar ile olan benzerlikleri verimlilik açısından değerlendirilerek sonuç öneri çıkarılmıştır.
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  • 2
43-68
  • English

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