{"id":73413,"date":"2023-02-14T13:14:55","date_gmt":"2023-02-14T13:14:55","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73413"},"modified":"2023-02-16T12:07:33","modified_gmt":"2023-02-16T12:07:33","slug":"yeni%cc%87den-markalasmanin-arti-ve-eksi%cc%87leri%cc%87-ve-sarki-soyleyen-bi%cc%87r-maymundan-ders","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/tr\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/","title":{"rendered":"Lilt: yeniden markala\u015fman\u0131n art\u0131lar\u0131 ve eksileri (ve \u015fark\u0131 s\u00f6yleyen bir maymundan ders)"},"content":{"rendered":"
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Bug\u00fcn Lilt'in yas\u0131n\u0131 tutuyoruz. Bug\u00fcn Coca-Cola \u015eirketi, bu meyveli ve ferahlat\u0131c\u0131 i\u00e7ece\u011fin ticari ismine son verdi. \"Tamamen <\/span>tropikal tat\", \"Fanta Ananas ve Greyfurt\" olarak yeniden markala\u015ft\u0131r\u0131larak ya\u015famaya devam edecek, ancak \"Lilt\" ad\u0131, kendine \u00f6zg\u00fc ambalaj\u0131yla birlikte sona erecek.<\/span><\/p>\n

Bu Lilt yeniden markala\u015f\u0131yor<\/a> pop\u00fcler Fanta serisi ile uyumlu hale getirerek sat\u0131\u015flar\u0131 art\u0131rmay\u0131 hedefliyor. Yeniden markalama \u00e7al\u0131\u015fmas\u0131, \u00fcr\u00fcn\u00fcn ambalaj\u0131n\u0131n ve pazarlamas\u0131n\u0131n tamamen elden ge\u00e7irilmesini i\u00e7eriyor. <\/span><\/p>\n

Bir i\u015fletme geli\u015ftik\u00e7e ve de\u011fi\u015fen piyasa ko\u015fullar\u0131na uyum sa\u011flad\u0131k\u00e7a, <\/span>imaj\u0131n\u0131 yenilemek ve markay\u0131 hedefleriyle daha uyumlu hale getirmek i\u00e7in yeniden markala\u015fma gerekli olabilir. Ancak bu riskli ve pahal\u0131 bir s\u00fcre\u00e7 olabilir. <\/span>Ge\u00e7mi\u015ften ald\u0131\u011f\u0131m\u0131z bir derse g\u00f6z at\u0131yor ve \u00e7ok da k\u00fcresel olmayan i\u015fletmeler i\u00e7in marka yenilemenin art\u0131lar\u0131n\u0131 ve eksilerini ara\u015ft\u0131r\u0131yoruz.<\/span><\/p>\n

Sevilen markalara dikkat edin\"Lilt<\/a><\/b><\/h2>\n

Coca-Cola'n\u0131n gazl\u0131 meyveli i\u00e7ecekleri Fanta'n\u0131n hakimiyetindedir ve Lilt'in sat\u0131\u015flar\u0131 yakla\u015f\u0131k 18'e 1 oran\u0131nda daha fazlad\u0131r. Bu rakamlar \u0131\u015f\u0131\u011f\u0131nda, Coca-Cola'n\u0131n Lilt'i neden Fanta bayra\u011f\u0131 alt\u0131nda toplamak istedi\u011fini anlamak kolayd\u0131r. Ancak, halk\u0131n ikincil markalar\u0131n\u0131za olan sevgisini hafife almak hata olabilir. M\u0131s\u0131r gevre\u011fi yiyen bir maymunla ilgili tarihten al\u0131nan bir ders bu noktay\u0131 \u00e7ok iyi g\u00f6steriyor...<\/span><\/p>\n

Maymunla u\u011fra\u015fma<\/b><\/h2>\n

1997 y\u0131l\u0131nda Rice Krispies'in \u00fcreticisi Kellogg's, pirin\u00e7 bazl\u0131 m\u0131s\u0131r gevre\u011finin \u00e7ikolatal\u0131 versiyonunu ayn\u0131 marka alt\u0131nda sunmaya \u00e7al\u0131\u015ft\u0131. B\u00fcy\u00fck masraflarla Coco Pops'u Choco Krispies olarak yeniden markala\u015ft\u0131rarak alt markay\u0131 hizaya getirmeye \u00e7al\u0131\u015ft\u0131lar. Bu hamle pek de ho\u015f kar\u015f\u0131lanmad\u0131 ve sat\u0131\u015flar d\u00fc\u015ft\u00fc.\u00a0<\/span><\/p>\n

Tarif de\u011fi\u015fmemi\u015f olsa da, markan\u0131n izleyicilerini en \u00e7ok k\u0131zd\u0131ran \u015fey, ismin art\u0131k \u00fcnl\u00fc jingle'a rahat\u00e7a uymamas\u0131yd\u0131. Maymun Coco art\u0131k \"I'd rather have a bowl of Choco Krispies\" \u015fark\u0131s\u0131n\u0131 s\u00f6ylemek zorunda kalm\u0131\u015ft\u0131 - biraz a\u011f\u0131z dolusu.<\/span><\/p>\n

Halk\u0131n iradesi<\/b><\/h2>\n

Ortaya \u00e7\u0131kan magazinel karga\u015fa ve kamuoyu tepkisi Kellogg's'un pozisyonunu g\u00f6zden ge\u00e7irmesine yol a\u00e7t\u0131. Ama i\u015fte burada pazarlama a\u00e7\u0131s\u0131ndan alt\u0131n vuru\u015fu yapt\u0131lar. Kellogg's h\u0131zl\u0131 ve ihtiyatl\u0131 bir U d\u00f6n\u00fc\u015f\u00fc yapmak yerine, halka a\u00e7\u0131ld\u0131 ve isim konusunda bir referandum yap\u0131laca\u011f\u0131n\u0131 duyurdu. Bir milyona yak\u0131n m\u0131s\u0131r gevre\u011fi hayran\u0131 oy kulland\u0131 ve \"Coco Pops \"a geri d\u00f6nme \u00f6nergesi 92% \u00e7o\u011funlukla kabul edildi.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Ortaya \u00e7\u0131kan tan\u0131t\u0131m\u0131n yeniden markala\u015fman\u0131n maliyetinden daha a\u011f\u0131r bas\u0131p basmad\u0131\u011f\u0131n\u0131 asla bilemeyece\u011fiz, ancak Kellogg'un konuyu ele al\u0131\u015f\u0131 ciddi bir ticari zeka g\u00f6sterdi. Dinamik ve becerikli karar alma mekanizmalar\u0131, bir elleriyle topu d\u00fc\u015f\u00fcrd\u00fcklerinde di\u011fer elleriyle yakalayabildikleri anlam\u0131na geliyordu.<\/span><\/p>\n

Coca-Cola bizimle daha uzun bir oyun oynuyor olabilir mi? T\u00fcm bunlar Lilt'e olan tutkuyu canland\u0131rmak i\u00e7in bir pazarlama hilesi olabilir mi? K\u0131\u015fk\u0131rt\u0131c\u0131 yeniden markalama, Lilt markas\u0131 g\u00f6rkemli bir \u015fekilde restore edilene kadar halk\u0131n tepkisini \u00e7ekecek mi? D\u00fcr\u00fcst olmak gerekirse, Fanta markas\u0131n\u0131n g\u00fcc\u00fc g\u00f6z \u00f6n\u00fcne al\u0131nd\u0131\u011f\u0131nda bundan \u015f\u00fcpheliyiz, ancak durum b\u00f6yleyse Coca-Cola'n\u0131n cesaretini alk\u0131\u015flamam\u0131z gerekir.<\/span><\/p>\n

Tropikal mi zehirli mi?<\/b><\/h2>\n

Markalar\u0131n g\u00f6zden d\u00fc\u015fmesinin bir nedeni de kitleleri aras\u0131nda olumsuz \u00e7a\u011fr\u0131\u015f\u0131mlar yaratmalar\u0131d\u0131r. Bu, feci bir gaf\u0131n sonucu olabilece\u011fi gibi, ge\u00e7en y\u0131llar i\u00e7inde politik olarak daha az do\u011fru olmaya ba\u015flamalar\u0131ndan da kaynaklanabilir.\u00a0<\/span><\/p>\n

Lilt hi\u00e7bir zaman bu t\u00fcr tart\u0131\u015fmalara kar\u0131\u015fmad\u0131, ancak aktif olarak sorunlu bir \u015fey ar\u0131yor olsayd\u0131k, Karayip k\u00fclt\u00fcr\u00fcn\u00fcn kendine mal edilmesine i\u015faret edebilirdik.\"\"<\/a><\/span>Ge\u00e7mi\u015fte, TV ve bas\u0131n reklamlar\u0131na arka plan sa\u011flayan ortam ve Lilt Man ve daha sonra Lilt Ladies'in karikat\u00fcrleri kas\u0131tl\u0131 olarak Jamaika k\u00fclt\u00fcr\u00fcyle uyumlu hale getirildi. Bu, Lilt'in sadece Jamaika'da mevcut olmas\u0131na ra\u011fmen<\/span> Birle\u015fik Krall\u0131k, \u0130rlanda, Cebelitar\u0131k ve Sey\u015feller<\/span><\/a>.\u00a0<\/span><\/p>\n

Marka rehabilitasyonu<\/b><\/h2>\n

Coca-Cola, markan\u0131n bu unsurunun zaman i\u00e7inde daha az lezzetli hale gelece\u011fini hesapl\u0131yor olabilir mi? Pek olas\u0131 de\u011fil. Ger\u00e7ekte, bu t\u00fcr \u00e7a\u011fr\u0131\u015f\u0131mlardan nispeten kolayl\u0131kla uzakla\u015f\u0131labilir ve bu s\u00fcre\u00e7 asl\u0131nda 1990'lardan beri devam etmektedir. Ger\u00e7ekten sorunlu ge\u00e7mi\u015fleri olan markalar bile isim de\u011fi\u015fikli\u011fine gitmeden kendilerini rehabilite edebilirler.<\/span><\/p>\n

\"Robertson'\u0131n<\/a>
Robertson'\u0131n rehabilite edilmi\u015f<\/figcaption><\/figure>\n

Robertson's Jam, markalar\u0131n\u0131n ayr\u0131lmaz bir par\u00e7as\u0131n\u0131 olu\u015fturan \u0131rk\u00e7\u0131 karikat\u00fcrden vazge\u00e7meden \u00f6nce onlarca y\u0131l s\u00fcren tart\u0131\u015fmalara katland\u0131. Daha sonra bile <\/span>Golly'yi \u00f6z\u00fcr dilemeden \"emekliye ay\u0131r\u0131yorum\"<\/span><\/a>marka, alternatif bir marka y\u00f6n\u00fc izleyerek yoluna devam edebildi. De\u011fi\u015fen k\u00fclt\u00fcrel iklimlere duyarl\u0131 bir \u015fekilde evrildikleri g\u00f6r\u00fcld\u00fc\u011f\u00fc s\u00fcrece, halk uzun s\u00fcredir var olan markalar\u0131 affedebilir.<\/span><\/p>\n

Yeniden markala\u015fman\u0131n art\u0131lar\u0131<\/b><\/h2>\n

\u00c7o\u011fu i\u015fletme Coca-Cola \u015eirketi kadar b\u00fcy\u00fck de\u011fildir. Ancak daha az y\u00fck ve daha d\u00fc\u015f\u00fck genel giderler, i\u015fletmelerin markala\u015fmalar\u0131nda daha dinamik olmalar\u0131n\u0131 sa\u011flar. \u0130\u015fte de\u011fi\u015fimin neden iyi bir \u015fey olabilece\u011fi.<\/span><\/p>\n

Yenilenen alaka d\u00fczeyi<\/b><\/h4>\n

Zaman i\u00e7inde bir i\u015fletmenin markas\u0131 eskimi\u015f ve hedef kitlesiyle alakas\u0131z hale gelebilir. Yeniden markalama, i\u015fletmenin h\u0131zla de\u011fi\u015fen bir pazarda g\u00fcncel ve rekabet\u00e7i kalmas\u0131na yard\u0131mc\u0131 olarak m\u00fc\u015fterileriyle alakal\u0131 kalmas\u0131n\u0131 sa\u011flayabilir.<\/span><\/p>\n

Artan g\u00f6r\u00fcn\u00fcrl\u00fck<\/b><\/h4>\n

Yeniden markalama, bir i\u015fletmenin g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fc art\u0131rarak yeni m\u00fc\u015fteriler \u00e7ekmesine de yard\u0131mc\u0131 olabilir. \u0130\u015fletme, imaj\u0131n\u0131 ve pazarlamas\u0131n\u0131 yenileyerek yeni kitlelere ula\u015fabilir ve potansiyel m\u00fc\u015fterilerin ilgisini \u00e7ekebilir.<\/span><\/p>\n

Geli\u015ftirilmi\u015f itibar<\/b><\/h4>\n

Yeniden markala\u015fma \u00e7abas\u0131, \u00f6zellikle olumsuz bas\u0131na maruz kalm\u0131\u015f veya ele\u015ftirilere maruz kalm\u0131\u015fsa, bir i\u015fletmenin itibar\u0131n\u0131 iyile\u015ftirmeye yard\u0131mc\u0131 olabilir. Ba\u015far\u0131l\u0131 bir yeniden markalama \u00e7al\u0131\u015fmas\u0131, i\u015fletmenin ge\u00e7mi\u015fteki sorunlar\u0131n \u00fcstesinden gelmesine ve kamuoyuna daha olumlu bir imaj sunmas\u0131na yard\u0131mc\u0131 olabilir.<\/span><\/p>\n

Rekabet avantaj\u0131<\/b><\/h4>\n

Yeniden markalama, bir i\u015fletmeyi rakiplerinden ay\u0131rarak ona rekabet avantaj\u0131 da sa\u011flayabilir. \u0130\u015fletme, pazarda kendini farkl\u0131la\u015ft\u0131rarak yeni ve farkl\u0131 bir \u015feyler arayan m\u00fc\u015fterileri \u00e7ekebilir.<\/span><\/p>\n

Yeniden Markala\u015fman\u0131n Eksileri<\/b><\/h2>\n

K\u00fc\u00e7\u00fck i\u015fletmeler bile markalar\u0131 \u00fczerinde \u00e7ok \u00e7al\u0131\u015f\u0131r ve kurmak i\u00e7in \u00e7ok \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131z bir \u015feyden vazge\u00e7mek zordur. Toptan bir yeniden markala\u015fma \u00f6ncesinde dikkate al\u0131nmas\u0131 gereken bir dizi daha az \u00e7ekici fakt\u00f6r vard\u0131r.<\/span><\/p>\n

Maliyetli<\/b><\/h4>\n

Yeniden markala\u015fma, \u00f6zellikle de imajlar\u0131n\u0131 tamamen yenilemek i\u00e7in yat\u0131r\u0131m yapacak kaynaklara sahip olmayan k\u00fc\u00e7\u00fck i\u015fletmeler i\u00e7in pahal\u0131 bir s\u00fcre\u00e7 olabilir. Maliyetler, tasar\u0131m ve pazarlamadan ticari marka ve i\u015fletmenin yeniden tescili ile ilgili yasal \u00fccretlere kadar her \u015feyi i\u00e7erebilir.<\/span><\/p>\n

Riskli<\/b><\/h4>\n

Yeniden markala\u015fma, \u00f6zellikle de i\u015fletmenin pazarda k\u00f6kl\u00fc ve g\u00fc\u00e7l\u00fc bir marka kimli\u011fi varsa riskli bir hamle olabilir. K\u00f6t\u00fc y\u00fcr\u00fct\u00fclen bir yeniden markalama \u00e7al\u0131\u015fmas\u0131 mevcut m\u00fc\u015fterileri yabanc\u0131la\u015ft\u0131rabilir ve i\u015fletmenin itibar\u0131na zarar verebilir.<\/span><\/p>\n

Zaman al\u0131c\u0131<\/b><\/h4>\n

Yeniden markala\u015fma, kapsaml\u0131 ara\u015ft\u0131rma ve planlama gerektiren, zaman al\u0131c\u0131 bir s\u00fcre\u00e7 olabilir. Yeni marka imaj\u0131n\u0131n i\u015f hedefleriyle uyumlu olmas\u0131n\u0131 ve hedef kitlede yank\u0131 uyand\u0131rmas\u0131n\u0131 sa\u011flamak hayati \u00f6nem ta\u015f\u0131r. Bu, i\u015fletmenin ba\u015fka \u00f6nceliklere ay\u0131rabilece\u011fi de\u011ferli zaman\u0131 ve kaynaklar\u0131 elinden alabilir.<\/span><\/p>\n

Belirsiz sonu\u00e7lar<\/b><\/h4>\n

\u0130\u015fletmenin en iyi \u00e7abalar\u0131na ra\u011fmen, yeniden markala\u015fma \u00e7abas\u0131n\u0131n ba\u015far\u0131l\u0131 olaca\u011f\u0131n\u0131n garantisi yoktur. Yeni marka imaj\u0131 kamuoyu taraf\u0131ndan iyi kar\u015f\u0131lansa bile, i\u015fletmenin k\u00e2rl\u0131l\u0131\u011f\u0131 \u00fczerinde olumlu bir etkinin g\u00f6r\u00fclmesi zaman alabilir.<\/span><\/p>\n

Yeniden Markala\u015fma <\/span>olabilir<\/span><\/i> h\u0131zla de\u011fi\u015fen bir pazarda i\u015fletmelerin ilgili ve rekabet\u00e7i kalmalar\u0131 i\u00e7in etkili bir yol olabilir. Ancak b\u00f6ylesine cesur bir hamleye giri\u015fmeden \u00f6nce art\u0131lar\u0131 ve eksileri g\u00f6z \u00f6n\u00fcnde bulundurmak \u00f6nemlidir. Ba\u015far\u0131l\u0131 bir yeniden markala\u015fma \u00e7abas\u0131, bir i\u015fletmeye yenilenmi\u015f bir alaka d\u00fczeyi, daha fazla g\u00f6r\u00fcn\u00fcrl\u00fck ve daha iyi bir itibar getirebilir. Ancak ayn\u0131 zamanda maliyetli, riskli, zaman al\u0131c\u0131 ve sonu\u00e7lar\u0131 a\u00e7\u0131s\u0131ndan belirsiz de olabilir. Her i\u015f karar\u0131nda oldu\u011fu gibi, dikkatli ara\u015ft\u0131rma ve planlama bilin\u00e7li bir se\u00e7im yapman\u0131n anahtar\u0131d\u0131r.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Today, we mourn Lilt. The Coca-Cola Company has called time on the trade name for this fruity, refreshing drink. The “totally tropical taste” will live on, rebranded as “Fanta Pineapple and Grapefruit” but the name “Lilt”, along with its distinctive packaging, will cease to be. The Lilt rebranding is aimed at boosting sales by aligning […]<\/p>\n","protected":false},"author":134,"featured_media":73418,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-73413","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"\nLilt: Rebranding Lessons From A Singing Monkey - Solopress UK<\/title>\n<meta name=\"description\" content=\"Today, we mourn Lilt. The Coca Cola Company has called time on this totally tropical brand. 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