Marka Konumlandırma ve Algılama Haritaları: Televizyon Kanalları Üzerine Bir Uygulama

Rafet BEYAZ

Article Details

Marka Konumlandırma ve Algılama Haritaları: Televizyon Kanalları Üzerine Bir Uygulama

Authors:

Rafet BEYAZ

Publisher:

Nigde Omer Halisdemir University

Main Topics:

Sociology and anthropology

Journal:

Academic Review of Economics and Administrative Sciences 2020 Vol.13 Issue 2, pp.242-259

Document Type:

Article

Publication Date:

4/2020

Document Language:

Turkish

Document ID (Org No.):

2000563364

Frequency:

Quarterly

pISSN:

2564-6931

Abstract:

 


In today's world where technology is developing very rapidly, functional differences between products, services and brands have begun to diminish. This situation accelerated the companies' tendency towards branding in order to differentiate. Branding helps products and services to make more visible, known and permanent by adding new meanings such as emotion, value, feeling and symbol as well as functional features. Positioning is also a differentiation tool that enables the brand to gain an important place in the minds of the target audience.. Perception maps are tools that visually present the current position of brands against competitors.Television is an important mass communication tool that is widely used in many fields such as promotion and positioning of products, services and brands, shaping social events and the functioning of daily life. In this study, will be compared the brand positions of television channels which have an important place in daily life.  For this purpose, have been determined 10 television channels, broadcasting in our country as of 2019. Brand positions of the identified television channels were analyzed with detection maps. As a result of the analysis, it was found that perceived brand positions of television channels differed in different dimensions.

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Teknolojinin
çok hızlı bir şekilde geliştiği günümüz dünyasında ürünler, hizmetler ve
markalar arasındaki fonksiyonel farklılıklar giderek azalmaya başlamıştır. Bu
durum, firmaların farklılaşmak amacıyla markalaşmaya yönelimini
hızlandırmıştır. Markalaşma, ürün ve hizmetlere fonksiyonel özelliklerin yanı
sıra duygu, değer, his ve sembol gibi yeni anlamlar yükleyerek onların daha
görünür, bilinir ve kalıcı olmasına yardımcı olur.  Konumlandırma da, markanın hedef kitle
zihninde önemli bir yer edinmesini sağlayan bir farklılaştırma aracıdır. Algılama
haritaları ise markaların rakipleri karşısındaki mevcut konumunu görsel olarak
sunan araçlardır.


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Article Details

Marka Konumlandırma ve Algılama Haritaları: Televizyon Kanalları Üzerine Bir Uygulama

Authors: Rafet BEYAZ

Publisher: Nigde Omer Halisdemir University

Main Topics: Sociology and anthropology

Journal: Academic Review of Economics and Administrative Sciences 2020 Vol.13 Issue 2, pp.242-259

Document Type: Article

Publication Date: 4/2020

Document Language: Turkish

Document ID (Org No.): 2000563364

Frequency: Quarterly

pISSN: 2564-6931

Issues

Authors:

Rafet BEYAZ

Publisher:

Nigde Omer Halisdemir University

Main Topics:

Sociology and anthropology

Journal:

Academic Review of Economics and Administrative Sciences 2020 Vol.13 Issue 2, pp.242-259

Document Type:

Article

Publication Date:

4/2020

Document Language:

Turkish

Document ID (Org No.):

2000563364

Frequency:

Quarterly

pISSN:

2564-6931