L\u00fcks bir markay\u0131 alt kategoriye do\u011fru geni\u015fletmek zor olabilir: Bu genellikle \u00e7ekirdek m\u00fc\u015fterilerin g\u00f6z\u00fcndeki sembolik de\u011feri azalt\u0131r. 2000’lerin ba\u015f\u0131nda Burberry ikonik ekose desenini (k\u00f6pek kay\u0131\u015flar\u0131na kadar) yeni bir dizi \u00fcr\u00fcnde de kullanmaya ba\u015flad\u0131\u011f\u0131nda olanlar\u0131 ele alal\u0131m. Sat\u0131\u015flar patlad\u0131. Ama k\u0131sa s\u00fcre sonra, her bak\u0131lan yerde markan\u0131n yer almas\u0131, medyan\u0131n alay etmesine ve piyasaya say\u0131s\u0131z taklit \u00fcr\u00fcn \u00e7\u0131kmas\u0131na neden oldu. Burberry sayg\u0131nl\u0131\u011f\u0131m geri kazanmak i\u00e7in ekose desenini astar ve di\u011fer gizli b\u00f6l\u00fcmlerle s\u0131n\u0131rlad\u0131. Tiffany, Gucci ve Pierre Cardin de ayn\u0131 yollardan ge\u00e7ti.<\/p>\n
Fakat yak\u0131n zamanda yapt\u0131\u011f\u0131m\u0131z yeni bir ara\u015ft\u0131rma, a\u015fa\u011f\u0131 do\u011fru geni\u015flemenin markay\u0131 her zaman lekeleyece\u011fi fikrine kar\u015f\u0131 \u00e7\u0131k\u0131yor. Belli baz\u0131 ko\u015fullarda, \u00e7ekirdek olmayan m\u00fc\u015fteriler asl\u0131nda markan\u0131n prestijini i g\u00fc\u00e7lendirebiliyor.<\/p>\n
Markalar\u0131 \u00fclkeler gibi d\u00fc\u015f\u00fc\u015f\u00fcn. Bir g\u00f6\u00e7 dalgas\u0131, g\u00f6\u00e7menleri birer tehdit olarak g\u00f6ren \u00fclke vatanda\u015flar\u0131n aras\u0131nda (“\u00e7ekirdek m\u00fc\u015fteriler”) tepki yaratabilir. Ama \u00fclkeye kalmak i\u00e7in gelmeyen ve bulunduklar\u0131 yere hayranl\u0131k besleyen ziyaret\u00e7iler olan turistlerin varl\u0131\u011f\u0131, genellikle bir \u00fclkenin stat\u00fcs\u00fcn\u00fc y\u00fckseltir. Yani, ayn\u0131 \u015fey markalar i\u00e7in de ge\u00e7erli. Biz buna “marka turizmi” diyoruz.<\/p>\n
Prada’dan Tough Mudder olarak bilinen elitler aras\u0131 dayan\u0131kl\u0131l\u0131k yar\u0131\u015f\u0131na kadar alt\u0131 farkl\u0131 marka ile yapt\u0131\u011f\u0131m\u0131z \u00e7al\u0131\u015fmada, \u00e7ekirdek m\u00fc\u015fterilerin alg\u0131lar\u0131n\u0131n, \u00e7ekirdek olmayan m\u00fc\u015fterilerin nas\u0131l sunuldu\u011funa g\u00f6re de\u011fi\u015fti\u011fini g\u00f6zlemledik. \u00d6rne\u011fin \u00e7al\u0131\u015fmalardan birinde, Prada \u00e7anta sahiplerine, buti\u011fi ziyaret eden herkese, al\u0131\u015fveri\u015f yapsalar da yapmasalar da \u00fczerinde Prada logosu olan kaliteli k\u00e2\u011f\u0131ttan bir al\u0131\u015fveri\u015f torbas\u0131 verilece\u011fini s\u00f6yledik. Bir gruba, bu al\u0131\u015fveri\u015f torbalar\u0131n\u0131 ta\u015f\u0131yanlar\u0131n kendilerini Prada toplulu\u011funa ait hissettiklerini (yani fiili birer marka g\u00f6\u00e7meni olduklar\u0131n\u0131); ikinci bir grubaysa, torbalan ta\u015f\u0131yanlar\u0131n markaya olan hayranl\u0131klar\u0131n\u0131 sergilediklerini (yani birer marka turisti olduklar\u0131n\u0131) s\u00f6yledik. \u0130lk grup bedava torbalar\u0131n markay\u0131 de\u011fersizle\u015ftirdi\u011fini, ikincisiyse Prada sahibi olman\u0131n daha b\u00fcy\u00fck bir gurur ya\u015fatt\u0131\u011f\u0131n\u0131 belirtti. \u00c7al\u0131\u015ft\u0131\u011f\u0131m\u0131z her bir marka i\u00e7in, \u00e7ekirdek olmayan m\u00fc\u015fterileri marka turisti olarak konumland\u0131rmak \u00e7ekirdek m\u00fc\u015fteriler aras\u0131nda olumlu duygular yaratt\u0131. Ayn\u0131 \u015fekilde, \u00e7ekirdek olmayan \u00fcr\u00fcnlerin reklamlar\u0131nda marka turizmi etkisi yaratabilmek i\u00e7in \u00fcr\u00fcn\u00fc, markan\u0131n as\u0131l \u00e7ekirdek \u00fcr\u00fcn\u00fcn\u00fcn muadili olarak de\u011fil de bir numunesi olarak sunmak i\u015fe yar\u0131yor.<\/p>\n
Bulgular\u0131m\u0131z, markalar\u0131n\u0131n alan\u0131m geni\u015fletirken \u00e7ekirdek m\u00fc\u015fterilerini yabanc\u0131la\u015ft\u0131rma endi\u015fesi ya\u015fayan \u015firketler i\u00e7in bir tak\u0131m stratejilere i\u015faret ediyor. Birincisi, \u015firketler marka toplulu\u011funa \u00fcye olmak isteyecek \u00e7ekirdek olmayan m\u00fc\u015fteri kitlesinin s\u0131n\u0131rlar\u0131n\u0131 belirlemesi. \u00d6rne\u011fin bir \u00fcniversite, okul logosunun kartvizit \u00fczerinde kullan\u0131lmas\u0131 hakk\u0131n\u0131, tam zamanl\u0131 \u00f6\u011frencileriyle s\u0131n\u0131rlayabilir. Tough Mudder’\u0131n \u00fcr\u00fcn gam\u0131 olduk\u00e7a geni\u015f fakat “yaln\u0131zca finalistler i\u00e7in” ibareli \u00fcr\u00fcnlerin sat\u0131\u015f\u0131 sadece yar\u0131\u015f\u0131 tamamlayanlara yap\u0131l\u0131yor.<\/p>\n
\u015eirketler ayn\u0131 zamanda \u00f6zel ambalajlar ve ayr\u0131 da\u011f\u0131t\u0131m kanallar\u0131 kullanarak \u00e7ekirdek \u00fcr\u00fcn ile marka geni\u015flemesini ayr\u0131\u015ft\u0131rabilirler. Lululemon logolu bir k\u0131yafet giyen bir bebek gibi “pop\u00fcler gruba” dahil oldu\u011fu y\u00f6n\u00fcnde yanl\u0131\u015f bir alg\u0131 yaratmayacak bir t\u00fcketici kategorisini de hedef alabilirler. Veya daha az pahal\u0131 bir m\u00fccevher serisinin b\u00fct\u00fcn gelirini bir hay\u0131r kurumuna ba\u011f\u0131\u015flayarak daha olumlu bir yakla\u015f\u0131mla yeni m\u00fc\u015fteriler edinen Bulgari’nin stratejisini izleyebilirler.<\/p>\n
L\u00fcks marka yaratmak, t\u00fcketicileri y\u00fcksek duvarlar\u0131n arkas\u0131nda tutmay\u0131 gerektirmez. Aksine, b\u00fcy\u00fcmek i\u00e7in yeni y\u00fczleri s\u0131cak kar\u015f\u0131lamak gerekir. L\u00fcks markalar bile art\u0131k Facebook ya da Twitter’daki takip\u00e7i say\u0131s\u0131yla \u00f6v\u00fcn\u00fcyor. Baz\u0131lar\u0131 bir ad\u0131m daha ileri gidip, Floransa’daki Gucci m\u00fczesi gibi, marka tarihine adanm\u0131\u015f m\u00fczeler in\u015fa ediyor. Marka turizmi stratejisi bunlar kadar do\u011frudan olmayacakt\u0131r elbette ama belli ki bunlar da olduk\u00e7a etkili.<\/p>\n
Kaynak: Silvia Bellezza ve Anat Keinan \/ Harvard Business<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" L\u00fcks bir markay\u0131 alt kategoriye do\u011fru geni\u015fletmek zor olabilir: Bu genellikle \u00e7ekirdek m\u00fc\u015fterilerin g\u00f6z\u00fcndeki sembolik de\u011feri azalt\u0131r. 2000’lerin ba\u015f\u0131nda Burberry ikonik ekose desenini (k\u00f6pek kay\u0131\u015flar\u0131na kadar) yeni bir dizi \u00fcr\u00fcnde de kullanmaya ba\u015flad\u0131\u011f\u0131nda olanlar\u0131 ele alal\u0131m. Sat\u0131\u015flar patlad\u0131. Ama k\u0131sa s\u00fcre sonra, her bak\u0131lan yerde markan\u0131n yer almas\u0131, medyan\u0131n alay etmesine ve piyasaya say\u0131s\u0131z taklit […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[16],"tags":[],"_links":{"self":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/635"}],"collection":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=635"}],"version-history":[{"count":2,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/635\/revisions"}],"predecessor-version":[{"id":637,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/635\/revisions\/637"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=635"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=635"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=635"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}