{"id":3339,"date":"2018-12-17T14:12:33","date_gmt":"2018-12-17T10:12:33","guid":{"rendered":"https:\/\/finance-group.az\/?p=3339"},"modified":"2018-12-18T14:14:02","modified_gmt":"2018-12-18T10:14:02","slug":"brend-n-dir-v-n-ucun-lazimdir","status":"publish","type":"post","link":"https:\/\/finance-group.az\/en\/brend-n-dir-v-n-ucun-lazimdir\/","title":{"rendered":"Brend n\u0259dir v\u0259 n\u0259 \u00fc\u00e7\u00fcn laz\u0131md\u0131r?"},"content":{"rendered":"

Brend g\u00fcnd\u0259lik h\u0259yat\u0131m\u0131z\u0131n ayr\u0131lmaz bir par\u00e7as\u0131 olaraq bizim davran\u0131\u015flar\u0131m\u0131z\u0131, v\u0259rdi\u015fl\u0259rimizi v\u0259 dig\u0259r insanlara m\u00fcnasib\u0259tl\u0259rimizi formala\u015fd\u0131ran g\u00fccl\u00fc bir amil\u0259 \u00e7evrilib. <\/span><\/p>\n

Amerika Marketinq Assosiyas\u0131n\u0131n t\u0259rifin\u0259 g\u00f6r\u0259\u00a0brend<\/b><\/span><\/a>:<\/span><\/p>\n

\u201cBir \u015firk\u0259tin mal v\u0259 ya xidm\u0259tini m\u00fc\u0259yy\u0259nl\u0259\u015fdir\u0259n v\u0259 dig\u0259rl\u0259rind\u0259n f\u0259rql\u0259ndir\u0259n ad, termin, t\u0259svir, simvol v\u0259 ya dig\u0259r h\u0259r hans\u0131 bir xass\u0259dir\u201d.<\/span><\/p>\n

Bu t\u0259rifd\u0259n ayd\u0131n olur ki, brendin 2 \u0259sas c\u0259h\u0259ti var:<\/i><\/span><\/p>\n

1. M\u0259hsul v\u0259 ya xidm\u0259ti m\u00fc\u0259yy\u0259n edir:<\/b>\u00a0y\u0259ni siz ma\u011fazada sat\u0131c\u0131ya: \u201cM\u0259n\u0259 Barilla makaronu verin\u201d dey\u0259nd\u0259 sat\u0131c\u0131 siz\u0259 m\u0259hz Barilla makaronu verirs\u0259 Barilla art\u0131q brenddir. Yox \u0259g\u0259r siz, sat\u0131c\u0131dan 2 kq \u015f\u0259k\u0259r tozu ist\u0259yirsinizs\u0259, dem\u0259li \u015f\u0259k\u0259r tozu brend deyil.<\/span><\/p>\n

2. Dig\u0259rl\u0259rind\u0259n f\u0259rql\u0259ndirir:<\/b>\u00a0\u00dcst hiss\u0259si yuvarlaq b\u00f6y\u00fck M h\u0259rfi g\u00f6r\u0259nd\u0259 M&M yox McDonalds a\u011fl\u0131za g\u0259lir? Bu o dem\u0259kdir ki, McDonalds-n loqosu onu dig\u0259r brendl\u0259rd\u0259n f\u0259rql\u0259ndirir.<\/span><\/p>\n

Bir m\u0259hsul \u201cdo\u011fulan\u201d kimi brend olmur. M\u00fc\u015ft\u0259ril\u0259rinin onu tan\u0131mas\u0131, se\u00e7m\u0259si, r\u0259qibl\u0259rd\u0259n f\u0259rql\u0259ndir\u0259n c\u0259h\u0259tl\u0259rini bilm\u0259si \u00fc\u00e7\u00fcn brendin tan\u0131d\u0131lmas\u0131na ehtiyac var. PR,\u00a0reklam<\/b><\/span>\u00a0<\/b><\/span><\/a>v\u0259 dig\u0259r marketinq t\u0259dbirl\u0259ri il\u0259 m\u00fc\u015ft\u0259ril\u0259r brendin v\u0259di (onlara s\u00f6z verdiyi fayda) il\u0259 tan\u0131\u015f olur, niy\u0259 m\u0259hz bu brendi almal\u0131 oldu\u011funu \u00f6yr\u0259nir. Bir d\u0259f\u0259 al\u0131b b\u0259y\u0259ndikd\u0259n sonra t\u0259krar\u0259n bu brendi al\u0131rsa, m\u00fc\u015ft\u0259rid\u0259 brend loyall\u0131\u011f\u0131 yaran\u0131r. M\u00fc\u015ft\u0259ril\u0259r art\u0131q ma\u011fazada ancaq bu brendi axtar\u0131r, olmayanda r\u0259qibini almaq \u0259v\u0259zin\u0259 al\u0131\u015f\u0131 ert\u0259l\u0259yir, \u00f6z brendini ba\u015fqa ma\u011fazadan soru\u015fur.<\/span><\/p>\n

Psixoloji bax\u0131mdan d\u0259y\u0259rl\u0259ndir\u0259nd\u0259 brend, m\u00fc\u015ft\u0259rinin alark\u0259n verdiyi pula g\u00f6r\u0259 heyfsl\u0259nm\u0259diyi m\u0259hsul v\u0259 ya xidm\u0259tdir.\u00a0Heyfsl\u0259nm\u0259m\u0259 s\u0259b\u0259bi is\u0259 qar\u015f\u0131l\u0131\u011f\u0131nda ald\u0131\u011f\u0131 \u0259lav\u0259 m\u0259n\u0259vi d\u0259y\u0259rl\u0259rdir:<\/span><\/p>\n

1.\u00a0Brend, al\u0131c\u0131s\u0131na bir v\u0259d verir:<\/b>\u00a0onunla daha yax\u015f\u0131 s\u0259n olaca\u011f\u0131na inand\u0131r\u0131r, arzulad\u0131\u011f\u0131 hissl\u0259ri ya\u015fad\u0131r, \u0259ksikl\u0259rini tamamlay\u0131r.<\/span><\/p>\n

2.\u00a0M\u00fc\u015ft\u0259rinin brend il\u0259 daha \u0259vv\u0259l ya\u015fad\u0131\u011f\u0131 xo\u015f v\u0259 m\u00fcsb\u0259t t\u0259cr\u00fcb\u0259sidir:<\/b>\u00a0m\u00fc\u015ft\u0259ri t\u0259krar h\u0259min \u0259minliyi v\u0259 sabitliyi ya\u015famaq ist\u0259yir.<\/span><\/p>\n

M\u0259s\u0259l\u0259n bir g\u0259nc o\u011flan Nike loqolu idman ayaqqab\u0131s\u0131 g\u00f6r\u0259nd\u0259, bu krassovkan\u0131n d\u00fcnyan\u0131n apar\u0131c\u0131 idman mallar\u0131 istehsal\u00e7\u0131s\u0131na m\u0259xsus, y\u00fcks\u0259k keyfiyy\u0259tli v\u0259 d\u00f6z\u00fcml\u00fc oldu\u011funu anlay\u0131r. Daha \u0259vv\u0259l Nike al\u0131bsa, bu ayaqqab\u0131da ya\u015fad\u0131\u011f\u0131 xo\u015f xatir\u0259l\u0259ri, yar\u0131\u015fda qazand\u0131\u011f\u0131 medal\u0131, reklamda g\u00f6rd\u00fcy\u00fc m\u00fcsb\u0259t enerjili s\u0259hn\u0259l\u0259ri xat\u0131rlay\u0131r.<\/span><\/p>\n

Tarixd\u0259 brendin ilk n\u00fcmun\u0259sini bilm\u0259k ist\u0259yirsiz? Eram\u0131zdan \u0259vv\u0259l 2700-ci ill\u0259rd\u0259 Q\u0259dim Misird\u0259 in\u0259kl\u0259rin kim\u0259 m\u0259xsus oldu\u011funu bilm\u0259k \u00fc\u00e7\u00fcn onlar\u0131n d\u0259ril\u0259ri \u00fcz\u0259rin\u0259 dam\u011fa vururdular. Brendin t\u0259rifin\u0259 uy\u011fun g\u0259lir, el\u0259 deyilmi? \u0130ndiki zamanda bu q\u0259d\u0259r a\u011fr\u0131l\u0131 olmasa da brend, eyni funksiyan\u0131 yerin\u0259 yetirir.<\/span><\/p>\n

Brendi brend ed\u0259n onun\u00a0brend kimliyi<\/b><\/span><\/a>dir. Bu kimliy\u0259 aiddir:<\/span><\/p>\n

1. Ad<\/b>\u00a0\u2013 h\u0259r brendin \u00f6z\u00fcn\u0259 m\u0259xsus ad\u0131 var. Eyni adda iki f\u0259rqli brend ola bil\u0259r, bir \u015f\u0259rtl\u0259 ki, tam ba\u015fqa sah\u0259d\u0259 olsunlar v\u0259 bir-biri il\u0259 he\u00e7 bir halda k\u0259si\u015fm\u0259sinl\u0259r. Yen\u0259 d\u0259 brendin \u00fcst\u00fcnl\u00fcy\u00fc unikal v\u0259 f\u0259rqli ada sahib olmas\u0131ndad\u0131r.<\/span><\/p>\n

2. Loqo<\/b>\u00a0\u2013 unikal t\u0259svir, qrafik element, ad\u0131n f\u0259rqli t\u0259rzd\u0259 yaz\u0131l\u0131\u015f\u0131 v\u0259 s. Loqo brend ad\u0131 il\u0259 yana\u015f\u0131, ya da ayr\u0131 i\u015fl\u0259n\u0259 bil\u0259r. Amma ayr\u0131 i\u015fl\u0259nm\u0259si \u00fc\u00e7\u00fcn onun hans\u0131 brend\u0259 m\u0259xsus oldu\u011fu ilk bax\u0131\u015fdan insana m\u0259lum olmal\u0131d\u0131r.<\/span><\/p>\n

3. Sloqan (\u015f\u00fcar)<\/b>\u00a0\u2013 brendin kimliyini, mahiyy\u0259tini v\u0259 \u00fcst\u00fcn xass\u0259sini vur\u011fulayan q\u0131sa ifad\u0259, s\u00f6z v\u0259 ya s\u00f6z birl\u0259\u015fm\u0259si. \u201cOdlar yurdu Az\u0259rbaycan\u201d da bir sloqand\u0131r.<\/span><\/p>\n

4. M\u0259hsulunun formas\u0131<\/b>\u00a0\u2013 Coca-cola butulkas\u0131, Pringles qab\u0131 kimi ancaq bu brend\u0259 m\u0259xsus, bu brend il\u0259 birba\u015fa assosiyasiya olunan qabla\u015fd\u0131rma dizaynlar\u0131.<\/span><\/p>\n

5. R\u0259ngl\u0259r<\/b>\u00a0\u2013 h\u0259r brendin \u0259n az bir, onu xarakteriz\u0259 ed\u0259n r\u0259ngi olmal\u0131d\u0131r. M\u00fc\u015ft\u0259ri bu r\u0259ng vasit\u0259si il\u0259 \u00f6z brendini se\u00e7ib alacaqd\u0131r. Coca-Cola q\u0131rm\u0131z\u0131, Pepsi is\u0259 g\u00f6yd\u00fcr. Futbol fanat\u0131d\u0131rsa, sizin klubun r\u0259ngl\u0259ri d\u0259 bu anlay\u0131\u015fa daxildir.<\/span><\/p>\n

6. Cinql<\/b>\u00a0\u2013 brend reklamlar\u0131nda daima istifad\u0259 olunan, ba\u015fqa yerd\u0259 e\u015fitdiyiniz kimi bu brend yad\u0131n\u0131za d\u00fc\u015f\u0259n q\u0131sa bir melodiya, s\u0259s effekti. Nokia rinqtonu m\u0259s\u0259l\u0259n. Ya da a\u015fa\u011f\u0131dak\u0131 melodiyan\u0131 hans\u0131 brend\u0259 aid oldu\u011funu tapa bil\u0259rsiz?<\/span><\/p>\n

Brend m\u00f6vzusu marketerl\u0259rin \u0259n \u00e7ox m\u00fcbahis\u0259 etdiyi marketinq m\u00f6vzular\u0131ndan biridir, b\u0259lk\u0259 d\u0259 birincisidir. M\u0259hsulu brend etm\u0259k \u00fc\u00e7\u00fcn n\u0259 etm\u0259k laz\u0131md\u0131r? Brendimiz m\u00fc\u015ft\u0259ri \u00fc\u00e7\u00fcn n\u0259 q\u0259d\u0259r d\u0259y\u0259rlidir? M\u00fc\u015ft\u0259rimiz bizim brendi biz ist\u0259diyimiz q\u0259d\u0259r, biz ist\u0259diyimiz t\u0259rzd\u0259 tan\u0131y\u0131rm\u0131, b\u0259y\u0259nirmi? Reklama x\u0259rcl\u0259n\u0259n b\u00fcdc\u0259l\u0259r brend\u0259 d\u0259y\u0259r qazand\u0131r\u0131rm\u0131? Qazand\u0131r\u0131rsa bu miqdar n\u0259 q\u0259d\u0259rdir? Bu v\u0259 bunlar kimi y\u00fczl\u0259rl\u0259 dig\u0259r sual marketinq yazarlar\u0131n\u0131n daima g\u00fcnd\u0259mind\u0259, davaml\u0131 olaraq maraq dair\u0259sind\u0259dir. <\/span><\/p>\n

mktg.az<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Brend g\u00fcnd\u0259lik h\u0259yat\u0131m\u0131z\u0131n ayr\u0131lmaz bir par\u00e7as\u0131 olaraq bizim davran\u0131\u015flar\u0131m\u0131z\u0131, v\u0259rdi\u015fl\u0259rimizi v\u0259 dig\u0259r insanlara m\u00fcnasib\u0259tl\u0259rimizi formala\u015fd\u0131ran g\u00fccl\u00fc bir amil\u0259 \u00e7evrilib. Amerika Marketinq Assosiyas\u0131n\u0131n…<\/p>\n","protected":false},"author":1,"featured_media":3340,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[66],"tags":[],"class_list":["post-3339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-muasir-iqtisadiyyat"],"yoast_head":"\nBrend n\u0259dir v\u0259 n\u0259 \u00fc\u00e7\u00fcn laz\u0131md\u0131r? - Finance Group<\/title>\n<meta name=\"description\" content=\"Finance Group Brend n\u0259dir v\u0259 n\u0259 \u00fc\u00e7\u00fcn laz\u0131md\u0131r? 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