Ege Gen\u00e7 \u0130\u015f \u0130nsanlar\u0131 Derne\u011fi (EG\u0130AD), \u00fcyelerinin markala\u015fma yolculu\u011funda onlara rehberlik edecek \u00f6nemli bir bulu\u015fmaya daha imza att\u0131. Milano Istituto Marangoni\u2019de moda tasar\u0131m\u0131, Paris INSEEC\u2019te l\u00fcks marka y\u00f6netimi y\u00fcksek lisans\u0131 yapan ve Londra ile Paris\u2019te stil ve marka duru\u015fu konular\u0131nda uzmanla\u015fan Serra \u00d6zsoy Karag\u00fclle, EG\u0130AD taraf\u0131ndan d\u00fczenlenen “Uluslararas\u0131 Markalara G\u00fcncel Yakla\u015f\u0131mlar” ba\u015fl\u0131kl\u0131 seminerde i\u015f d\u00fcnyas\u0131yla bir araya geldi.
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Serra \u00d6zsoy Karag\u00fclle\u2019nin uluslararas\u0131 moda markalar\u0131nda edindi\u011fi deneyim, \u00f6d\u00fcll\u00fc projeleri ve dan\u0131\u015fmanl\u0131k birikimiyle verdi\u011fi seminerde; marka ve marka de\u011feri kavramlar\u0131ndan marka kimli\u011fine, marka t\u00fcketiminin gelece\u011finden yeni medya ve dijital pazarlama kanallar\u0131na kadar g\u00fcn\u00fcm\u00fcz\u00fcn dinamik marka d\u00fcnyas\u0131 t\u00fcm y\u00f6nleriyle ele al\u0131nd\u0131. Markas\u0131n\u0131 b\u00fcy\u00fctmek ve g\u00fcncel yakla\u015f\u0131mlarla yenilemek isteyen EG\u0130AD \u00fcyelerinin kat\u0131ld\u0131\u011f\u0131 etkinlikte, k\u00fcresel markalar, artan m\u00fc\u015fteri taban\u0131, rekabet avantaj\u0131, marka bilinirli\u011fi, trendleri anlamak, rakipleri belirlemek gibi de\u011ferli \u00f6ng\u00f6r\u00fcler de\u011ferlendirildi.
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Seminerde konu\u015fan EG\u0130AD Ba\u015fkan\u0131 Kaan \u00d6zhelvac\u0131, markala\u015fman\u0131n giderek karma\u015f\u0131kla\u015fan i\u015f d\u00fcnyas\u0131nda stratejik \u00f6nemine vurgu yaparak, markan\u0131n yaln\u0131zca logo veya isim olmad\u0131\u011f\u0131n\u0131, bir de\u011ferler b\u00fct\u00fcn\u00fc, ileti\u015fim dili, deneyim alan\u0131 ve uzun vadeli b\u00fcy\u00fcme arac\u0131 oldu\u011funu belirtti. \u00d6zhelvac\u0131, “Markala\u015fma, sadece \u00fcr\u00fcn ve hizmetlerin tan\u0131t\u0131m\u0131 de\u011fil, i\u015fletmelere de\u011fer kazand\u0131ran, onlar\u0131 uluslararas\u0131 rekabette \u00f6ne \u00e7\u0131karan stratejik bir g\u00fc\u00e7t\u00fcr. G\u00fc\u00e7l\u00fc bir marka, m\u00fc\u015fteriyle kurulan g\u00fcven ili\u015fkisini temsil eder. \u0130nsanlar tan\u0131d\u0131klar\u0131 ve g\u00fcvendikleri markalar\u0131 tercih eder; bu da sadakat ve s\u00fcrd\u00fcr\u00fclebilir ba\u015far\u0131 getirir. Kaliteli bir marka imaj\u0131, pazarda fark olu\u015fturur, sat\u0131\u015flar\u0131 art\u0131r\u0131r ve k\u00e2r marjlar\u0131n\u0131 y\u00fckseltir. Bu nedenle markaya yap\u0131lan her yat\u0131r\u0131m, gelece\u011fe yap\u0131lan k\u00e2rl\u0131 bir yat\u0131r\u0131md\u0131r. \u00dcstelik markala\u015fma sadece m\u00fc\u015fteri kazanmakla s\u0131n\u0131rl\u0131 de\u011fildir; yetenekli \u00e7al\u0131\u015fanlar\u0131 cezbetmenin ve elde tutman\u0131n da anahtar\u0131d\u0131r. \u00c7al\u0131\u015fanlar, de\u011ferlerine inand\u0131klar\u0131 markalarla gurur duyar, daha y\u00fcksek ba\u011fl\u0131l\u0131k g\u00f6sterir ve verimli \u00e7al\u0131\u015f\u0131r. Bug\u00fcn\u00fcn rekabet\u00e7i d\u00fcnyas\u0131nda hem m\u00fc\u015fterinin hem de \u00e7al\u0131\u015fan\u0131n g\u00fcvenini kazanm\u0131\u015f markalar kal\u0131c\u0131 ba\u015far\u0131n\u0131n ger\u00e7ek mimarlar\u0131d\u0131r. Marka, sadece bir isim de\u011fil; bir duru\u015f, bir vaattir. G\u00fc\u00e7l\u00fc markalar\u0131n m\u00fc\u015fteri g\u00fcveni sa\u011flad\u0131\u011f\u0131, \u00e7al\u0131\u015fan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 art\u0131rd\u0131\u011f\u0131 ve s\u00fcrd\u00fcr\u00fclebilir ba\u015far\u0131y\u0131 destekledi\u011fi; pazarda fark sa\u011flay\u0131p, sat\u0131\u015f ve k\u00e2r marjlar\u0131nda art\u0131\u015f sa\u011flad\u0131\u011f\u0131 vurguland\u0131. \u0130zmir \u00f6zelinde bakarsak, \u015fehir olarak zengin bir \u00fcretim ekosistemine ve g\u00fc\u00e7l\u00fc giri\u015fimci altyap\u0131s\u0131na sahibiz. Ancak bu potansiyeli k\u00fcresel \u00f6l\u00e7ekte bir marka kimli\u011fine d\u00f6n\u00fc\u015ft\u00fcrme konusunda atmam\u0131z gereken \u00e7ok fazla ad\u0131m var. \u0130zmir\u2019i yaln\u0131zca \u00fcreten de\u011fil, ayn\u0131 zamanda markala\u015fan bir \u015fehir haline getirmek i\u00e7in \u00f6zellikle gen\u00e7 i\u015f insanlar\u0131m\u0131z\u0131n bu vizyonu sahiplenmesi b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor” dedi.<\/p>\n
Uluslararas\u0131 boyut ve ekonomik katk\u0131lar
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K\u00fcreselle\u015fme \u00e7a\u011f\u0131nda markan\u0131n, i\u015fletmeleri d\u00fcnya standartlar\u0131na ta\u015f\u0131yan en g\u00fc\u00e7l\u00fc strateji oldu\u011fu ifade eden \u00d6zhelvac\u0131, d\u00fcnya lideri marka \u00f6rneklerini kar\u015f\u0131la\u015ft\u0131rarak T\u00fcrkiye\u2019nin bu alanda daha at\u0131lgan olmas\u0131 gerekti\u011fine dikkat \u00e7ekti. Markala\u015fman\u0131n yaln\u0131zca i\u015fletmelere de\u011fil ayn\u0131 zamanda \u00fclke ekonomilerine de b\u00fcy\u00fck katk\u0131 sa\u011flad\u0131\u011f\u0131n\u0131 belirten \u00d6zhelvac\u0131, \u015f\u00f6yle devam etti: ”
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Marka de\u011feri y\u00fcksek \u00fcr\u00fcnlerin ihracat fiyatlar\u0131 di\u011ferlerine k\u0131yasla \u00e7ok daha y\u00fcksektir. Bu sayede, markala\u015fma yoluyla yaln\u0131zca ihracat hacmi de\u011fil, ihracat geliri de artar. T\u00fcrkiye olarak markala\u015fmaya yapaca\u011f\u0131m\u0131z her yat\u0131r\u0131m, ihracat hedeflerimize ula\u015fmam\u0131za do\u011frudan katk\u0131 sa\u011flayacakt\u0131r. Ancak verilere bakt\u0131\u011f\u0131m\u0131zda bu hedefe ula\u015fabilmek i\u00e7in \u00e7ok daha fazla \u00e7al\u0131\u015fmam\u0131z gerekti\u011fini g\u00f6r\u00fcyoruz. D\u00fcnyan\u0131n \u00f6nde gelen ba\u011f\u0131ms\u0131z marka de\u011ferleme \u015firketi olan ve bu konuda her y\u0131l \u00fclke baz\u0131nda detayl\u0131 raporlar yay\u0131nlayan Brand Finance\u2019in yakla\u015f\u0131k 2 hafta \u00f6nce yay\u0131nlad\u0131\u011f\u0131 verilerine h\u0131zl\u0131ca bakal\u0131m: \u2019T\u00fcrkiye\u2019nin En De\u011ferli Markalar\u0131\u2019 ba\u015fl\u0131kl\u0131 \u00e7al\u0131\u015fmaya g\u00f6re, 2,27 milyar dolar marka de\u011feri ile T\u00fcrk Hava Yollar\u0131, T\u00fcrkiye\u2019nin en de\u011ferli markas\u0131 olarak tespit edilmi\u015ftir. \u0130kinci en de\u011ferli marka 1,65 milyar dolar de\u011fer ile Ar\u00e7elik olmu\u015f, 1,24 milyar dolar marka de\u011feri ile \u0130\u015f Bankas\u0131 \u00fc\u00e7\u00fcnc\u00fc s\u0131rada yer alm\u0131\u015ft\u0131r. 2024 y\u0131l\u0131 verileri esas al\u0131narak ger\u00e7ekle\u015ftirilen \u00e7al\u0131\u015fmaya g\u00f6re en de\u011ferli 125 markam\u0131z\u0131n toplam de\u011feri 17 milyar dolar olmaktad\u0131r. Bu rakam bir \u00f6nceki y\u0131l\u0131n 14.7 milyar dolarl\u0131k de\u011ferine g\u00f6re y\u00fczde 15.6 art\u0131\u015f\u0131 ifade etmektedir. Ancak, uzun bir d\u00f6nem stabil bir \u015fekilde 23-35 milyar dolar band\u0131nda seyreden T\u00fcrkiye\u2019nin ilk 100 markas\u0131n\u0131n toplam de\u011feri, son y\u0131llarda zay\u0131f T\u00fcrk Liras\u0131\u2019n\u0131n etkisiyle olduk\u00e7a d\u00fc\u015fm\u00fc\u015ft\u00fcr. D\u00fcnya\u2019n\u0131n en de\u011ferli markas\u0131 Apple\u2019\u0131n 574 milyar dolar, Uzakdo\u011fu\u2019nun en de\u011ferli markas\u0131 Samsung\u2019un 110 milyar dolar, Avrupa\u2019n\u0131n en de\u011ferli markas\u0131 Deutsche Telekom\u2019un 85 milyar dolar marka de\u011ferlerini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fczde, markala\u015fma konusunu \u00fclke olarak, bug\u00fcn burada oldu\u011fu gibi \u00e7ok daha fazla g\u00fcndemde tutmam\u0131z gerekti\u011fi ortadad\u0131r. Tabii bu rakamlar\u0131 de\u011ferlendirirken, piyasa de\u011feri ve marka de\u011feri aras\u0131ndaki fark\u0131 da belirtmek gerekir. Piyasa de\u011feri \u015firketin maddi varl\u0131klar\u0131 ve hisse performans\u0131na dayal\u0131 olarak hesaplan\u0131rken; marka de\u011feri, t\u00fcketici nezdindeki alg\u0131, g\u00fcven ve sadakat gibi soyut unsurlara dayan\u0131r. Piyasa de\u011ferinin y\u00fcksek olmas\u0131 marka de\u011ferini olumlu etkileyebilir, ancak bu her zaman y\u00fcksek marka de\u011feri anlam\u0131na gelmez; \u00f6rne\u011fin, zaman zaman y\u00fcksek piyasa de\u011ferine ula\u015fmas\u0131na ra\u011fmen Facebook (Meta), kullan\u0131c\u0131 g\u00fcveni ve itibar a\u00e7\u0131s\u0131ndan tart\u0131\u015fmal\u0131 d\u00f6nemler ge\u00e7irmi\u015ftir. Bu nedenle marka, g\u00f6r\u00fcnmeyen ama \u015firketin uzun vadeli ba\u015far\u0131s\u0131n\u0131 belirleyen en stratejik sermayelerden biridir. Marka konusunu ele al\u0131yorken, bir de Fransa gibi \u00fclkelerin l\u00fcks ve premium markalarda olu\u015fturdu\u011fu katma de\u011fer fark\u0131n\u0131 da belirtmek gerekir”.
<\/p>\n","protected":false},"excerpt":{"rendered":"
Ege Gen\u00e7 \u0130\u015f \u0130nsanlar\u0131 Derne\u011fi (EG\u0130AD), \u00fcyelerinin markala\u015fma yolculu\u011funda onlara rehberlik edecek \u00f6nemli bir bulu\u015fmaya daha imza att\u0131. Milano Istituto Marangoni\u2019de moda tasar\u0131m\u0131, Paris INSEEC\u2019te l\u00fcks marka y\u00f6netimi y\u00fcksek lisans\u0131 yapan ve Londra ile Paris\u2019te stil ve marka duru\u015fu konular\u0131nda uzmanla\u015fan Serra \u00d6zsoy Karag\u00fclle, EG\u0130AD taraf\u0131ndan d\u00fczenlenen “Uluslararas\u0131 Markalara G\u00fcncel Yakla\u015f\u0131mlar” ba\u015fl\u0131kl\u0131 seminerde i\u015f d\u00fcnyas\u0131yla…<\/p>\n","protected":false},"author":1,"featured_media":35694,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","footnotes":""},"categories":[125],"tags":[],"class_list":["post-35693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi"],"_links":{"self":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts\/35693","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=35693"}],"version-history":[{"count":1,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts\/35693\/revisions"}],"predecessor-version":[{"id":35695,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts\/35693\/revisions\/35695"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/media\/35694"}],"wp:attachment":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=35693"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=35693"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=35693"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}