Publication: Brand name finding process in F. M. C. G.
Abstract
Rekabetin git gide arttığı günümüzde, insanlar artık ürün değil marka satın almaktadırlar. Tüketici farklılık peşindedir; aynı ürünler arasında bu farklılığı sağlayan kavram markadır . Markalama şirketlerin stratejileri açısından büyük önem taşır. Bu kavram bir kimlik yaratımı, müşterileriyle ürünleri arasında pek çok küçük ayrıntılara dayanan his ve duygu oluşumunu sağlar. His ve duyguları barındıran bu kimliğin müşteriye yansıtılması ancak marka ismiyle mümkündür. Marka ismi genelde tüketicinin edindiği ilk ve son izlenimdir. Diğer niteliklerin değişmesi halinde bile aynı kalan tek bileşendir. Bu yüzden, günümüzde belirli bir başarıyı elde etmek açısından, pazarlama programının temel taşı ürüne isim koyma aşaması olarak görülmelidir. Bu inceleme şirketlerde uygulanan marka ismi bulma işlemini tanımlamaktadır; çalışmada, dünya çapında, şirketlerde izlenen marka ismi yaratma sürecini ele alan araştırmalar derlenmiştir. Türkiye'de bu konuda bir ilki gerçekleştiren incelemede, merkezleri İstanbul'da bulunan çerez-şekerleme üreticileri bünyesinde, marka ismi yaratma adına atılan adımlar titizlikle incelenip, ayrıntılarıyla sunulmuştur. Bu araştırma, bir ürüne en uygun marka isminin konulmasını sağlayan yöntem hakkında bilgi toplamak amacıyla yapılmıştır. Bunu yaparken hedef, şirketlerin marka ismi yaratırken sistematik ve mantıksal, dolayısıyla profesyonel ve bilimsel temellere dayanan bir yöntem izleyip izlemediklerini ortaya koymaktır. Bu konuda yapılan araştırmaları derleyen bir kaynakça oluşturmak da bu tezi yazmanın önemli bir gerekçesidir.
In today's world, where the competition gets graver and graver, people don't buy products any more, they buy brands. Consumers are looking for difference; a brand is what makes the difference between products of the same kind. Branding is essential to the strategy of companies, it is about creating an identity, a community of feelings and emotions with their consumers built over the years and based on a myriad of small details . This identity which contains the emotions and feelings is reflected to the consumer by the brand name. The name is usually the first and lasting impression a buyer has of a product, and it is the only component that will remain intact long after the other attributes have changed. That is why today to ensure a degree of success, the most important element in a marketing program seems to be the naming of a product. This investigation presents a model of the brand naming process employed in companies; The study presents a review of researches made in the area of the brand naming process employed by companies around the world. Being the first study which explores in detail the proceedings in Turkey, it involves a detailed investigation made among the snack food producers of Istanbul. This research was done by the purpose of supplying information about the methodology of the creation of the most appropriate brand name for a product. In doing this, the aim was to know whether companies employ a systematical and logical approach, in which distinctive brand names are created on a professional basis. Finally providing a reference of the researches made about this subject was an other important concern.
In today's world, where the competition gets graver and graver, people don't buy products any more, they buy brands. Consumers are looking for difference; a brand is what makes the difference between products of the same kind. Branding is essential to the strategy of companies, it is about creating an identity, a community of feelings and emotions with their consumers built over the years and based on a myriad of small details . This identity which contains the emotions and feelings is reflected to the consumer by the brand name. The name is usually the first and lasting impression a buyer has of a product, and it is the only component that will remain intact long after the other attributes have changed. That is why today to ensure a degree of success, the most important element in a marketing program seems to be the naming of a product. This investigation presents a model of the brand naming process employed in companies; The study presents a review of researches made in the area of the brand naming process employed by companies around the world. Being the first study which explores in detail the proceedings in Turkey, it involves a detailed investigation made among the snack food producers of Istanbul. This research was done by the purpose of supplying information about the methodology of the creation of the most appropriate brand name for a product. In doing this, the aim was to know whether companies employ a systematical and logical approach, in which distinctive brand names are created on a professional basis. Finally providing a reference of the researches made about this subject was an other important concern.