Publication: Markaların mekânlaşması : Apple markası üzerinden bir değerlendirme
Abstract
Perakende sektöründe markaların kullanıcı ile buluştuğu mekânlar satış çevreleridir. Ciddi rekabetin yaşandığı bu sektörde markalar, mekân tasarımları ile farklılaşmaya çalışarak kullanıcının ilgisini çekmeye, kalıcı olmaya çalışmaktadırlar. Firmalar tüketiciye ulaşmak için markasına, ürüne ve mekânına anlam yükleyerek, bu anlamlar ile tüketicinin zihninde yer etmeye ve “marka sadakatini” sağlamaya çalışmaktadır. Tasarım süreçlerinde ürün, iletişim, hizmet şekli ve mesajları ile bütün bir kimlik oluşturan marka, kullanıcı ile buluştuğu fiziksel temas noktası olan mekânda, tüm bu öğeler ile kendine özel bir deneyim yaşatmayı hedeflemektedir. Hedef kitleye yönelik çözümler üreten markaların, marka kimliğine paralel olarak yürüttükleri mekân tasarımı ve marka/ müşteri deneyimi süreçlerinin birlikte incelenmesi bu çalışmanın temel amacıdır. Marka, markalaşma ve mekân kavramlarının bir arada kullanım biçimleri örnek kimi markalar ve özellikle “Apple” markası üzerinden analiz edilmiştir. Bu bağlamda, müşteriye sunulan hizmet şekli ve mekân kurguları ile müşterinin davranış biçimlerinin nasıl etkilenebileceği analizler ile ortaya konmaya çalışılmıştır.
In the retail sector, stores are the places where brands meet with their customers. In this sector, where serious competition is experienced, for drawing the attention of the customer and permanency, brands try to differentiate themselves through spatial designs. In order to reach the consumer, companies try to be imprinted on their minds by attributing meaning to the brand, products and stores, and thus ensure a “brand loyalty”. The brand, which forms a whole identity with the product, communication, service style and messages in the design processes, aims to provide a unique experience with all these elements in the place where physical touch points meet with the user. The main purpose of this study is to examine the spatial design and brand/ customer experience processes carried out in parallel with the brand identity of the brands that produce solutions for the target audience. Several concepts such as space, brand as well as branding and their combined utilization were analyzed through certain brands, particularly through the “Apple” brand. In this context, it has been tried to put forward through analysis how the customer’s behaviour patterns can be affected via service style and spatial settings.
In the retail sector, stores are the places where brands meet with their customers. In this sector, where serious competition is experienced, for drawing the attention of the customer and permanency, brands try to differentiate themselves through spatial designs. In order to reach the consumer, companies try to be imprinted on their minds by attributing meaning to the brand, products and stores, and thus ensure a “brand loyalty”. The brand, which forms a whole identity with the product, communication, service style and messages in the design processes, aims to provide a unique experience with all these elements in the place where physical touch points meet with the user. The main purpose of this study is to examine the spatial design and brand/ customer experience processes carried out in parallel with the brand identity of the brands that produce solutions for the target audience. Several concepts such as space, brand as well as branding and their combined utilization were analyzed through certain brands, particularly through the “Apple” brand. In this context, it has been tried to put forward through analysis how the customer’s behaviour patterns can be affected via service style and spatial settings.