{"id":31946,"date":"2015-11-02T15:49:52","date_gmt":"2015-11-02T15:49:52","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31946"},"modified":"2019-06-26T08:31:43","modified_gmt":"2019-06-26T07:31:43","slug":"markalasmanin-tari%cc%87hi%cc%87","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/tr\/business-marketing\/a-history-of-branding\/","title":{"rendered":"Markala\u015fman\u0131n tarih\u00e7esi"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nMarkalama olduk\u00e7a basit bir \u015fekilde bir t\u00fcr, s\u0131n\u0131f veya m\u00fclkiyeti belirtmek i\u00e7in yap\u0131lan bir i\u015farettir. Kelimenin k\u00f6keni Eski Nors dilinde yakmak anlam\u0131na gelen 'brandr' kelimesine dayanmaktad\u0131r. G\u00fcn\u00fcm\u00fcz i\u015fletmelerinde, fark\u0131ndal\u0131k yaratmak i\u00e7in nas\u0131l kullan\u0131ld\u0131\u011f\u0131na ba\u011fl\u0131 olarak bir i\u015fi yapabilecek veya bozabilecek bir ara\u00e7 olarak g\u00f6r\u00fclmektedir. Bunun da \u00f6tesinde marka bilinirli\u011fi, m\u00fc\u015fterilerin hangi \u00fcr\u00fcn veya hizmetlerin bu marka ad\u0131 alt\u0131nda sat\u0131ld\u0131\u011f\u0131n\u0131 anlamalar\u0131na yard\u0131mc\u0131 olur.<\/p>\n<p>Marka anlay\u0131\u015f\u0131 fikri, e\u015fek ar\u0131lar\u0131 ve ar\u0131lar gibi baz\u0131 b\u00f6ceklerin sar\u0131 ve siyah \u00e7izgilere sahip olmas\u0131yla do\u011faya kadar geri g\u00f6t\u00fcr\u00fclebilir; bu renkler bug\u00fcn hala dikkat i\u015faretlerini tasvir etmek i\u00e7in kullan\u0131lmaktad\u0131r. Bunu takiben, yakla\u015f\u0131k 32.000 y\u0131l \u00f6nce, ma\u011fara resimleri g\u00f6rsel temsiller yoluyla anlam g\u00f6stermenin bir ba\u015fka yoluydu. G\u00fcn\u00fcm\u00fczdeki logolara \u00e7ok benzer \u015fekilde, daha derin anlamlar vermek i\u00e7in belirli \u015fekiller tasvir edilmi\u015ftir.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31948\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/branding-iron.jpg\" alt=\"da\u011flama demi\u0307ri\u0307\" width=\"600\" height=\"250\" \/><\/p>\n<p>\u0130leriye do\u011fru dev bir ad\u0131m atarak, marka kelimesi M\u00d6 2.700 civar\u0131nda kullan\u0131lmaya ba\u015fland\u0131. Damgalaman\u0131n k\u00f6kenleri, gizemini koruyan modern \u00e7a\u011fdaki e\u015fde\u011ferinden \u00e7ok daha basittir; s\u0131\u011f\u0131rlar sahipliklerini belirtmek i\u00e7in damgalan\u0131rd\u0131. M\u00fclkiyeti basitle\u015ftirmenin basit bir yolu ve zamanla belirli 'markalar' bir di\u011ferine tercih edildi\u011finde kaliteyi \u00e7a\u011fr\u0131\u015ft\u0131rmaya ba\u015flad\u0131. Farkl\u0131 markalar\u0131 belirli bir i\u015faretle tan\u0131mlama fikri yayg\u0131nla\u015ft\u0131k\u00e7a, bu \u00e7ok say\u0131da \u00fcr\u00fcne uyguland\u0131. Pompeii harabelerinden \u00e7\u0131kar\u0131lan bir somun ekme\u011fin \u00fczerinde bile f\u0131r\u0131n\u0131 g\u00f6steren benzersiz bir i\u015faret vard\u0131, MS 79'da bile t\u00fcketici tercihleri marka kimli\u011fi ile y\u00f6nlendiriliyordu.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31949\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/bass-branding.jpg\" alt=\"bas markalama\" width=\"600\" height=\"473\" \/><\/p>\n<p>Her ne kadar farkl\u0131 i\u015fletmeler son iki bin y\u0131ld\u0131r \u00fcr\u00fcnlere damgalar\u0131n\u0131 vuruyor olsalar da, m\u00fclkiyetin herhangi bir yasal stat\u00fc ile korunmas\u0131 ancak yak\u0131n zamana kadar ger\u00e7ekle\u015fmi\u015ftir. 1 Ocak tarihinde<sup>st<\/sup> 1876 y\u0131l\u0131nda, Bass Ale f\u0131\u00e7\u0131lar\u0131n\u0131 belirtmek i\u00e7in kullan\u0131lan k\u0131rm\u0131z\u0131 \u00fc\u00e7gen, Birle\u015fik Krall\u0131k'taki ilk resmi ticari marka haline geldi ve g\u00fcn\u00fcm\u00fczde bilindi\u011fi gibi i\u015f d\u00fcnyas\u0131 i\u00e7in b\u00fcy\u00fck bir at\u0131l\u0131m yapt\u0131.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31950\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/nbcaudiobranding.jpg\" alt=\"nbc audio markala\u015fma\" width=\"600\" height=\"395\" \/><\/p>\n<p>M\u00fclkiyetin 'kanunun onda dokuzu' olmas\u0131yla \u00fcnl\u00fc ilk ticari marka, 20. y\u00fczy\u0131lda m\u00fclkiyet ve markala\u015fmada bir devrim yaratt\u0131.<sup>inci<\/sup> Y\u00fczy\u0131l\u0131n ba\u015flar\u0131nda markalar \u00e7ok daha \"kapsay\u0131c\u0131\" hale geldi. Michelin'in arkas\u0131ndaki karde\u015fler, uzun yolculuklar\u0131 te\u015fvik etmek ve lastik sat\u0131\u015flar\u0131n\u0131 art\u0131rmak amac\u0131yla s\u00fcr\u00fcc\u00fcler i\u00e7in ilk rehberlerini yay\u0131nlad\u0131lar. 1950'lerde NBC \u00e7anlar\u0131 ilk ses markas\u0131 olarak bir ba\u015fka at\u0131l\u0131ma tan\u0131kl\u0131k etti, unutulmamal\u0131d\u0131r ki etkileyici bir ba\u015far\u0131 olsa da, bu karar unutulmaz Nokia zil sesinin kap\u0131lar\u0131n\u0131 a\u00e7t\u0131... Bunun kutlanacak bir \u015fey olup olmad\u0131\u011f\u0131 konusunda j\u00fcri hala karars\u0131z.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31951\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/dom-joly.jpg\" alt=\"dom-joly nokia markasi\" width=\"600\" height=\"228\" \/><\/p>\n<p>50'li y\u0131llar ayn\u0131 zamanda markala\u015fman\u0131n ve \u015firketler aras\u0131ndaki rekabetin \u00e7ok daha yo\u011fun bir \u015fekilde ya\u015fand\u0131\u011f\u0131 bir d\u00f6nemdi. 80'li y\u0131llarla birlikte bu durum, markala\u015fman\u0131n ve kampanyalar\u0131n g\u00fcc\u00fcn\u00fcn Nike taraf\u0131ndan vurgulanmas\u0131yla artmaya devam etti. 1987'de Reebok, spor ayakkab\u0131lar s\u00f6z konusu oldu\u011funda a\u00e7\u0131k ara bask\u0131n markayd\u0131; ta ki Nike '<a href=\"https:\/\/en.wikipedia.org\/wiki\/Just_Do_It\">Sadece Yap<\/a>' dedi ve markala\u015fma d\u00fcnyas\u0131n\u0131 basit bir tav\u0131r eklemesiyle d\u00f6n\u00fc\u015ft\u00fcrd\u00fc.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31946","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A History of Branding | Solopress<\/title>\n<meta name=\"description\" content=\"From a simple way to identify cattle to worldwide theories behind design and corporate identity, let&#039;s take a look at the history of branding.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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