{"id":796442,"date":"2022-01-27T09:53:38","date_gmt":"2022-01-27T09:53:38","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/marka-yonetimi-nedir-ve-basit-bir-rehber\/"},"modified":"2022-01-27T09:53:38","modified_gmt":"2022-01-27T09:53:38","slug":"marka-yonetimi-nedir-ve-basit-bir-rehber","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/marka-yonetimi-nedir-ve-basit-bir-rehber\/","title":{"rendered":"Marka Y\u00f6netimi: Nedir ve basit bir rehber"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Marka y\u00f6netimi, bir \u015firket ile hedef m\u00fc\u015fterileri aras\u0131ndaki ili\u015fkiyle ilgilidir; ba\u015far\u0131l\u0131 olmak i\u00e7in s\u00fcrd\u00fcr\u00fclebilir olmal\u0131d\u0131r. Bu ili\u015fkinin s\u00fcrd\u00fcr\u00fclmesi ve b\u00fcy\u00fcmesi, \u00f6nemini \u00f6zetlemektedir. \u015eirketler, i\u015f yapmay\u0131 hedefliyorlarsa m\u00fc\u015fterilerinin ihtiya\u00e7lar\u0131n\u0131 ve tercihlerini g\u00f6z ard\u0131 edemezler.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u00fcy\u00fck olas\u0131l\u0131kla, \u015firketler m\u00fc\u015fterilerini duygusal olarak tan\u0131mal\u0131d\u0131r.  <\/span><span style=\"font-weight: 400;\">Marka deneyimi s\u00fcre\u00e7lerindeki davran\u0131\u015flar\u0131n\u0131, tepkilerini, be\u011fendiklerini ve be\u011fenmediklerini incelemek, potansiyel m\u00fc\u015fterilerinizin nas\u0131l t\u00fcketti\u011fini g\u00f6sterebilir. Bu veriler, onlar\u0131 \u015firketinizin sundu\u011fu \u00fcr\u00fcnleri sat\u0131n almaya y\u00f6nlendirecek en iyi uygulamalar\u0131 belirlemenizi sa\u011flar.<br \/>\n<\/span><\/p>\n<p>Ayn\u0131 zamanda, m\u00fc\u015fteri memnuniyeti, m\u00fc\u015fteri sadakati yaratan ve geli\u015ftiren iyi uygulanm\u0131\u015f bir marka y\u00f6netimi stratejisinden kaynaklan\u0131r. Markan\u0131n hayran\u0131 veya <a href=\"https:\/\/www.questionpro.com\/blog\/brand-ambassadors\/\">marka el\u00e7isi<\/a> haline gelen bir m\u00fc\u015fteri, bir \u015firketin sahip olabilece\u011fi en iyi pazarlama varl\u0131\u011f\u0131d\u0131r.<\/p>\n<p><span style=\"font-weight: 400;\">Marka alg\u0131s\u0131n\u0131n m\u00fc\u015fteri ak\u0131\u015f\u0131 i\u00e7inde de\u011ferlendirilmesi hi\u00e7 durmuyor. <a href=\"https:\/\/www.questionpro.com\/blog\/consumer-behavior-definition\/\">T\u00fcketici davran\u0131\u015flar\u0131n\u0131<\/a> tahmin etmemizi sa\u011flayacak s\u00fcrekli veri toplamaya ihtiya\u00e7 var. Marka y\u00f6netiminin ne oldu\u011fundan bahsedelim.  <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Marka Y\u00f6netimi Nedir<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marka y\u00f6netimi, t\u00fcm marka unsurlar\u0131 etraf\u0131nda iyi bir strateji, veri ara\u015ft\u0131rmas\u0131 ve analizdir. Markan\u0131z dahilindeki m\u00fc\u015fteri davran\u0131\u015flar\u0131na ili\u015fkin m\u00fc\u015fteri <a href=\"https:\/\/www.questionpro.com\/blog\/customer-awareness\/\">fark\u0131ndal\u0131\u011f\u0131<\/a>, \u015firketinizin eylemlerine y\u00f6nelik gelecekteki tepkileri tahmin etmek, sorunlar\u0131 \u00f6nlemek ve ak\u0131ll\u0131 kararlar almak i\u00e7in size i\u00e7g\u00f6r\u00fc sa\u011flayacakt\u0131r.  <\/span><\/p>\n<p>Deneyimleri hakk\u0131nda veri toplayarak en sad\u0131k m\u00fc\u015fterileri tan\u0131mak temel \u00f6ncelik olmal\u0131d\u0131r. Markay\u0131 ilk duyduklar\u0131 andan, \u00fcr\u00fcn veya hizmetleriyle ilk temaslar\u0131na ve markaya duygusal bir ba\u011f geli\u015ftirmelerine kadar. T\u00fcm bu s\u00fcre\u00e7ler marka y\u00f6netimi s\u00fcreci i\u00e7erisinde incelenmektedir.<\/p>\n<p>Toplanan t\u00fcm bu i\u00e7g\u00f6r\u00fcler, m\u00fc\u015fterilere yeterli deneyimler sunarken gelecekteki davran\u0131\u015flar\u0131 tahmin etmemize ve risk fakt\u00f6rlerini \u00f6nlememize yard\u0131mc\u0131 olur. M\u00fc\u015fterilerimizin davran\u0131\u015flar\u0131 hakk\u0131nda bize g\u00fc\u00e7lendirilmi\u015f bir bilgi sa\u011flarlar.<\/p>\n<h2><span style=\"font-weight: 400;\">Marka Y\u00f6netimi \u00d6rnekleri<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marka y\u00f6netimini uygulamaya koymak size yeni f\u0131rsatlar sa\u011flayacakt\u0131r. Bunlardan baz\u0131lar\u0131 \u015firketinizin geli\u015fimi i\u00e7in kilit \u00f6neme sahip olacakt\u0131r. \u00d6rne\u011fin:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u0130lgili medya ile ili\u015fkilendirin.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sekt\u00f6rdeki trendler hakk\u0131nda g\u00fcncel bilgilere sahip olun.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bir itibar krizinden ka\u00e7\u0131nmak i\u00e7in m\u00fc\u015fteri tepkilerini ve davran\u0131\u015flar\u0131n\u0131 \u00f6nceden tahmin edin.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Yeni promosyon f\u0131rsatlar\u0131 elde edin.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Markan\u0131z\u0131n arama sonu\u00e7lar\u0131ndaki konumunu iyile\u015ftirin.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Marka Y\u00f6netimi i\u00e7in Ad\u0131mlar<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marka y\u00f6netimi, hedef m\u00fc\u015fterinin g\u00f6z\u00fcnde marka alg\u0131s\u0131n\u0131n nas\u0131l etkilenece\u011fini belirler. Optimal bir marka itibar\u0131 geli\u015ftirmek i\u00e7in de\u011ferlendirme ve stratejinin esas oldu\u011fu hi\u00e7 bitmeyen bir s\u00fcre\u00e7tir.<\/span><span style=\"font-weight: 400;\">  olumlu deneyimlerden ba\u015fka bir \u015fey ya\u015famayan mutlu m\u00fc\u015fterilerin g\u00fcven ve <a href=\"https:\/\/www.questionpro.com\/blog\/brand-loyalty\/\">marka sadakati<\/a> kazanmas\u0131 yoluyla bir \u015firketin genel de\u011ferini art\u0131racakt\u0131r.  <\/span><\/p>\n<p>A\u015fa\u011f\u0131da marka y\u00f6netimine ili\u015fkin basit bir k\u0131lavuz bulacaks\u0131n\u0131z.<\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-128356\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2022\/01\/steps-for-brand-management.jpg\" alt=\"marka y\u00f6neti\u0307mi\u0307 i\u0307\u00e7i\u0307n adimlar\" width=\"992\" height=\"801\"><\/span><\/p>\n<h3><strong>1. Marka alg\u0131n\u0131z hakk\u0131nda bilgi toplay\u0131n<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">M\u00fc\u015fterilerinizden ve onlar\u0131n markan\u0131zla olan ili\u015fkilerinden \u00f6\u011frenebilece\u011finiz her \u015fey, pazarlama, <a href=\"https:\/\/www.questionpro.com\/workforce\/workplace-culture.html\">i\u015fyeri k\u00fclt\u00fcr\u00fc<\/a> ve sat\u0131\u015f gibi baz\u0131 temel alanlarda t\u00fcm \u015firketinizi geli\u015ftirmek i\u00e7in hayati \u00f6nem ta\u015f\u0131r. <a href=\"https:\/\/www.questionpro.com\/blog\/surveys\/\">Anketler<\/a> ve m\u00fc\u015fterilerinizden <a href=\"https:\/\/www.questionpro.com\/blog\/data-collection\/\">veri toplama<\/a> gibi ara\u00e7lar, i\u015f uygulamalar\u0131n\u0131z\u0131 g\u00fcvenli ve yeterli bir \u015fekilde uyarlaman\u0131z ve geli\u015ftirmeniz i\u00e7in size i\u00e7g\u00f6r\u00fc ve de\u011ferli bilgiler sa\u011flayacakt\u0131r.<\/span><\/p>\n<p>M\u00fc\u015fterilerin ve potansiyel m\u00fc\u015fterilerin markan\u0131z\u0131 nas\u0131l alg\u0131lad\u0131klar\u0131, trendler geli\u015ftik\u00e7e ve deneyim beklentileri de\u011fi\u015ftik\u00e7e s\u00fcrekli olarak de\u011fi\u015fecektir. Anketler ve veri analizi yoluyla bilgi toplamak bir \u00f6ncelik olmal\u0131d\u0131r, \u00e7\u00fcnk\u00fc bu bizi olas\u0131 sonu\u00e7lar\u0131n \u00f6n\u00fcne ge\u00e7irecek ve herhangi bir duruma buna g\u00f6re yakla\u015fmaya haz\u0131r hale getirecektir.<\/p>\n<h3><strong>2. Hedef kitlenizi ak\u0131ll\u0131ca se\u00e7in.<\/strong><\/h3>\n<p>\u0130deal m\u00fc\u015fteri, y\u00fcr\u00fctt\u00fc\u011f\u00fcn\u00fcz i\u015fin t\u00fcr\u00fcne ve \u00e7al\u0131\u015fma \u015feklinize m\u00fckemmel \u015fekilde uyan m\u00fc\u015fteridir. En iyi arkada\u015f\u0131n\u0131z gibi olmal\u0131lar ve onlar hakk\u0131nda her \u015feyi bilmelisiniz.<\/p>\n<p>Bu t\u00fcr bir profil, i\u015fletmenize \u00e7ekmek istedi\u011finiz profildir: sorunlar\u0131n\u0131 \u00e7\u00f6zece\u011fini veya ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131layaca\u011f\u0131n\u0131 bildikleri i\u00e7in hizmetlerinize para yat\u0131rmaya istekli insanlar. Bir \u00fcr\u00fcn\u00fc sat\u0131n almaya, bir s\u00f6zle\u015fmeyi feshetmeye veya hizmeti geni\u015fletmeye karar verirken ger\u00e7ek hisleri ve duygular\u0131 olan ger\u00e7ek insanlarla muhatap oldu\u011fumuzu unutmamak \u00f6nemlidir.<\/p>\n<h3><strong>3. Ana hedefleri tan\u0131mlay\u0131n.<\/strong><\/h3>\n<p>Net bir hedef belirlemek, nereye gitmek istedi\u011finizi bilmek i\u00e7in \u00e7ok \u00f6nemlidir. Hedeflerin belirlenmesi, her t\u00fcrl\u00fc \u00e7aban\u0131n stratejik planlamas\u0131n\u0131n bir par\u00e7as\u0131d\u0131r.<\/p>\n<p>Ana hedefleri belirlemek i\u00e7in \u015firketin \u00f6nceliklerini belirlemeliyiz. Tan\u0131mlanmas\u0131 gereken m\u00fckemmel marka y\u00f6netimi hedeflerinden baz\u0131lar\u0131 \u015funlard\u0131r: b\u00fcy\u00fcmeyi kolayla\u015ft\u0131rmak i\u00e7in sundu\u011fumuz \u00fcr\u00fcn veya hizmetleri sergilemek i\u00e7in ideal bir ortam yaratmak, m\u00fc\u015fteri deneyimine katma de\u011fer sunmak, g\u00fcven kazanmak i\u00e7in ili\u015fkileri geli\u015ftirmek ve marka itibar\u0131n\u0131 art\u0131rmak.<\/p>\n<h3><strong>4. Bir eylem plan\u0131 olu\u015fturun<\/strong><\/h3>\n<p>Marka y\u00f6netimi ve itibar, bir \u015firket i\u00e7in temel zorluklardan baz\u0131lar\u0131d\u0131r. Hedefe ula\u015fmak i\u00e7in olas\u0131 risklerden ka\u00e7\u0131nmak ve tepkileri tahmin etmek gerekir.<\/p>\n<p>Markam\u0131z\u0131 sa\u011flam bir temel \u00fczerine in\u015fa etmeliyiz; ba\u015fka bir deyi\u015fle, hedeflerimize ula\u015fmak i\u00e7in izleyece\u011fimiz ad\u0131mlarda bize rehberlik eden ve her \u015feyden \u00f6nce hedef kitlemizin bilmesini istediklerimizi ileten geli\u015fmi\u015f bir eylem plan\u0131ndan yola \u00e7\u0131kmal\u0131y\u0131z.<\/p>\n<h3><strong>5. Elde edilen sonu\u00e7lar\u0131 de\u011ferlendirin<\/strong><\/h3>\n<p>Markan\u0131za yat\u0131r\u0131m yapmaya ba\u015flamadan \u00f6nce, hedef m\u00fc\u015fterilerimiz nezdinde ba\u015far\u0131l\u0131 olaca\u011f\u0131ndan emin olmam\u0131z gerekir. Marka stratejinizi de\u011ferlendirme kriterlerinden biri de eylem plan\u0131n\u0131z\u0131n hedef m\u00fc\u015fterilerinize uygunlu\u011fudur.<\/p>\n<p>De\u011ferlendirilmesi gereken bir di\u011fer kriter de bizi rakiplerimizden farkl\u0131 k\u0131lan \u015feyin ne oldu\u011funu tan\u0131mlamak ve en \u00f6nemlisi de hedef m\u00fc\u015fterilerin \u015firketin markan\u0131n vaat ettiklerini yerine getirebilece\u011fini alg\u0131lad\u0131\u011f\u0131ndan emin olmakt\u0131r.<\/p>\n<p>Marka y\u00f6netimimizin i\u015f stratejisiyle uyumlu olmas\u0131n\u0131 sa\u011flamal\u0131y\u0131z.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marka y\u00f6netimi, bir \u015firket ile hedef m\u00fc\u015fterileri aras\u0131ndaki ili\u015fkiyle ilgilidir; ba\u015far\u0131l\u0131 olmak i\u00e7in s\u00fcrd\u00fcr\u00fclebilir olmal\u0131d\u0131r. Bu ili\u015fkinin s\u00fcrd\u00fcr\u00fclmesi ve b\u00fcy\u00fcmesi, [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":704387,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1127],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marka Y\u00f6netimi: Nedir ve basit bir rehber | QuestionPro<\/title>\n<meta name=\"description\" content=\"M\u00fc\u015fteri davran\u0131\u015f\u0131n\u0131 tahmin etmek i\u00e7in s\u00fcrekli marka verisi toplama gereklili\u011fi vard\u0131r. 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