{"id":798842,"date":"2022-08-13T02:00:04","date_gmt":"2022-08-13T02:00:04","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/marka-algi-calismasi-nedir-ve-nasil-yapilir\/"},"modified":"2022-05-24T14:17:39","modified_gmt":"2022-05-24T14:17:39","slug":"marka-algi-calismasi-nedir-ve-nasil-yapilir","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/marka-algi-calismasi-nedir-ve-nasil-yapilir\/","title":{"rendered":"Marka Alg\u0131 \u00c7al\u0131\u015fmas\u0131: Nedir ve Nas\u0131l Yap\u0131l\u0131r?"},"content":{"rendered":"
Bir marka alg\u0131s\u0131 \u00e7al\u0131\u015fmas\u0131n\u0131n g\u00fcc\u00fcnden bahsedelim. 1950’lerde General Mills, t\u00fcm malzemeleri kurutulmu\u015f halde i\u00e7eren Betty Crocker kek kar\u0131\u015f\u0131mlar\u0131 serisini tan\u0131tt\u0131 ve tek yap\u0131lmas\u0131 gereken su eklemek, malzemeleri kar\u0131\u015ft\u0131rmak ve tepsiyi f\u0131r\u0131na s\u00fcrmekti. <\/span><\/p>\n Zamandan ve emekten tasarruf sa\u011flayan lezzetli bir kek i\u00e7in neredeyse hatas\u0131z bir y\u00f6ntem. Ancak \u00fcr\u00fcn iyi satmad\u0131. \u015ea\u015fk\u0131nl\u0131k – General Mills, \u00fcr\u00fcn\u00fcn neden iyi satmad\u0131\u011f\u0131n\u0131 ara\u015ft\u0131rmalar\u0131 i\u00e7in psikologlar\u0131 g\u00f6revlendirdi. Ev han\u0131mlar\u0131n\u0131n pasta yapmak i\u00e7in ger\u00e7ek bir i\u015f yapmak zorunda olmad\u0131klar\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fcklerini ve lezzetli pastalar i\u00e7in kendilerine iltifat eden ailelerini ve misafirlerini aldatt\u0131klar\u0131n\u0131 \u00f6\u011frendiler. <\/span><\/p>\n Psikologlar s\u00fcreci de\u011fi\u015ftirmeyi ve ev kad\u0131nlar\u0131ndan suyla birlikte bir yumurta k\u0131r\u0131p eklemelerini istemeyi \u00f6nerdi. Bu fikir \u00e7ok tuttu ve Betty Crocker bug\u00fcn evde kek yapmakla e\u015fanlaml\u0131 hale geldi. Bu, marka alg\u0131s\u0131n\u0131 ba\u015far\u0131l\u0131 bir \u015fekilde y\u00f6netmenin klasik bir \u00f6rne\u011fidir.<\/span><\/p>\n Marka alg\u0131s\u0131 \u00e7al\u0131\u015fmas\u0131, markan\u0131n ne s\u00f6yledi\u011finden ziyade m\u00fc\u015fterilerin bir \u00fcr\u00fcn veya hizmet hakk\u0131nda ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fc hakk\u0131nda veri toplama s\u00fcrecidir. Marka alg\u0131s\u0131, m\u00fc\u015fterinin sosyal medya kanallar\u0131nda ve y\u00fcz y\u00fcze kullan\u0131m\u0131ndan, deneyiminden, i\u015flevselli\u011finden, itibar\u0131ndan ve a\u011f\u0131zdan a\u011f\u0131za tavsiyesinden gelir. <\/span><\/p>\n Volvo otomobillerinin g\u00fcvenli\u011fine, Google arama sonu\u00e7lar\u0131n\u0131n do\u011frulu\u011funa ve McDonald’s hamburgerinin lezzetinin tutarl\u0131l\u0131\u011f\u0131na ili\u015fkin inan\u00e7lar\u0131n t\u00fcm\u00fc, \u015firketler taraf\u0131ndan y\u0131llar ve milyonlarca m\u00fc\u015fteri etkile\u015fimi boyunca \u00f6zenle olu\u015fturulmu\u015f marka alg\u0131lar\u0131d\u0131r. Ve olumlu bir marka alg\u0131s\u0131, bir \u015firketin sahip olabilece\u011fi en b\u00fcy\u00fck rekabet avantajlar\u0131ndan biridir.<\/span><\/p>\n G\u00fcn\u00fcm\u00fcz\u00fcn m\u00fc\u015fterisi herhangi bir \u00fcr\u00fcn veya hizmette bir\u00e7ok se\u00e7ene\u011fe sahiptir ve kelimenin tam anlam\u0131yla her birinin faydalar\u0131n\u0131 \u00f6ne \u00e7\u0131karan reklamlarla bombard\u0131mana tutulmaktad\u0131r. Marka alg\u0131s\u0131 bir sat\u0131\u015f\u0131 yapabilir veya bozabilir – ancak yaln\u0131zca marka alg\u0131n\u0131z hedef m\u00fc\u015fterinizin ihtiya\u00e7lar\u0131\/hevesleriyle e\u015fle\u015fti\u011finde.<\/span><\/p>\n Marka alg\u0131s\u0131 m\u00fc\u015fteriye, demografiye, co\u011frafyaya ve ayr\u0131ca zamana g\u00f6re de\u011fi\u015fir. Marka alg\u0131n\u0131z hakk\u0131nda iyi bir fikre sahip olmak muazzam getiriler sa\u011flayabilir. Peki marka alg\u0131n\u0131z\u0131n sat\u0131\u015flar\u0131n\u0131za yard\u0131mc\u0131 m\u0131 yoksa zarar m\u0131 verdi\u011fini nas\u0131l anlayabilirsiniz?<\/span><\/p>\n Anket ara\u00e7lar\u0131, bir \u015firketin imaj\u0131 hakk\u0131nda geri bildirim toplamak ve zaman i\u00e7inde nas\u0131l de\u011fi\u015fti\u011fini takip etmek i\u00e7in harikad\u0131r. Anketler, t\u00fcketicilerin bir marka hakk\u0131ndaki alg\u0131lar\u0131n\u0131 belirlemenin en kesin yoludur. <\/span><\/p>\n \u0130nsanlar d\u00fc\u015f\u00fcncelerini \u00e7evrimi\u00e7i ortamda payla\u015fmaya, konu\u015fmaya k\u0131yasla daha yatk\u0131nd\u0131r. \u0130nternet sadece insanlar\u0131n payla\u015f\u0131m yapt\u0131\u011f\u0131 bir yer de\u011fil, ayn\u0131 zamanda ara\u015ft\u0131rma yapt\u0131klar\u0131 bir yer. QuestionPro, g\u00fcn\u00fcm\u00fczde mevcut olan en kullan\u0131c\u0131 dostu ve zengin \u00f6zelliklere sahip \u00e7evrimi\u00e7i anket ara\u00e7lar\u0131ndan biridir.<\/span><\/p>\nMarka alg\u0131s\u0131 \u00e7al\u0131\u015fmas\u0131 nedir?<\/b> <\/span><\/h2>\n
Marka alg\u0131s\u0131 \u00e7al\u0131\u015fmas\u0131n\u0131n \u00f6nemi<\/b><\/h2>\n
Marka alg\u0131s\u0131 \u00e7al\u0131\u015fmas\u0131 nas\u0131l yap\u0131l\u0131r?<\/b><\/h2>\n
Nas\u0131l yapmal\u0131?<\/b>
\n<\/span><\/h2>\n