KUŞAK TEORİSİ VE MARKA GENÇLEŞTİRME STRATEJİSİ KAPSAMINDA MARKALARIN DİJİTAL REKLAM UYGULAMALARI ÜZERİNDEN DEĞERLENDİRİLMESİ: ORKİD, COCA-COLA, VİCHY VE EXXEN ÖRNEKLERİ
Abstract
Bu çalışmada, öncelikle, marka gençleştirme kavramı ve süreci tartışılmıştır. Marka gençleştirme, bir markanın özünü ya da “kalbini” aynı tutarak, onu baştan yaratmaktır. Temel ilkesi, kaybedilen marka değeri kaynakları yerine yeni kaynaklar belirlemek ve yaratmaktır. Çalışmanın araştırma kısmında ise, dört farklı sektörde çalışan pazarlama yöneticisi ile (Procter & Gamble, The Coca-Cola Company, L'Oréal ve Exxen) niteliksel bir araştırma yöntemi olan derinlemesine görüşmeler yapılarak, kurumların uyguladığı pazarlama iletişimi ve dijital reklam uygulamalarının ortak noktaları ile kuşak teorisi arasında bağlantı kurulmaya çalışılmıştır. Bu çalışmanın amacı, gelecekte marka gençleştirme sürecini yönetecek pazarlama yöneticilerine Türkçe bir kaynak sunmaktır.
Keywords
Covid-19 Dijital Kuşak Teorisi Koronavirüs Jenerasyonel Sistem Marka Gençleştirme Pandemi Pazarlama İletişimi Reklam Y Kuşağı Z Kuşağı
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Abstract
References
- Altunuğ, N. (2012). Kuşaktan Kuşağa Tüketim Olgusu ve Geleceğin Tüketici Profili. Organizasyon Ve Yönetim Bilimleri Dergisi. Cilt 4, Sayı 1, 2012.
- Babu V. (2006). Issues in Brand Rejuvenation Strategies https://www.scribd.com/document/53111190/Brand-Rejuvenation-Expect-Advertising-Inc.
- Barker, V. L. and Duhaime, L. M. (2004). Strategic Change In The Brand Rejuvenation Process: Theory And Empirical Evidence, Strategic Management Journal, 18.
- Barton, C. & Fromm, J. & Egan, C. (2012). The Millennial Consumer Debunking Stereotypes. Boston Consulting Group. https://www.bcg.com/publications/2012/millennial-consumer (Erişim Tarihi: 17.04.2021).
- Bennis, W. (2004). The Seven Ages of the Leader, Harvard Business Review, Vol. 82, No. 1.
- Bergh, J., & Behrer, M. (2011). How cool brands stay hot: Branding to generation Y. London: Kogan Page.
- Brown, N., Kozinets S. and Sherry, B. (2003). Strategic Change in the Brand rejuvenation Process: Theory and Empirical Evidence, Strategic Management Journal, Vol. 18, No. l.
- Gürbüz, S. (2015). “Kuşak Farklılıkları: Mit mi, Gerçek mi?”, İş ve İnsan Dergisi, 2(1).
- Haig, M. (2003). Brand Failures. Great Britain: Biddles Ltd, Guildford and King’s Lynn.
- Hambrick, D.C. (2005). Brand Rejuvenation Strategies For Mature Industrial-Product Business Units, Academy of Management Journal, 26.
- Kapferer, J. N. (2008). The New Strategic Brand Management – Creating and Sustaining Brand Equity Long Term. London: Kogan Page Limited.
- Keller, K. L. (1999). Managing Brands for the Long Run: Effective Brand Reinforcement and Revitalization Strategies 41/3, 102-124 https://cmr.berkeley.edu/search/articleDetail.aspx?article=3920
- Kotler, P. (2020). The Consumer in the Age of Coronavirus. The Marketing Journal. Volume: 6 issue: 1, page(s): 12-15. Article first published online: May 29, 2020; Issue published: May 1, 2020
- Kuran, E. (2018). Telgraftan Tablete. İstanbul: Destek Yayınları.
- Lamm, E., Meeks, M. D., (2009) “Workplace Fun: The Moderating Effects Of Generational Differences”, Employee Relations, Volume: 31, Issue: 6.
- Lehu, B. (2004). Brand rejuvenation in small firms: An assessment of efficiency strategies, Journal of Business Research, Vol. 36 No.2.
- Levitt, T. (1965). Exploit the Product Life Cycle, Harvard Business Review, 43.
- Mucuk, İ. (2012) Pazarlama İlkeleri, İstanbul: Türkmen Yayınevi.
- Müller, B., Kocher, B., & Crettaz, A. (2013). The Effects of Visual Rejuvenation through Brand Logos, Journal of Business Research, 66/1.
- Özdemir, S. (2020). Türkiye'nin yeni seçmen kitlesi: Z kuşağı. Deutsche Welle Türkçe https://www.dw.com/tr/t%C3%BCrkiyenin-yeni-se%C3%A7men-kitlesi-z-ku%C5%9Fa%C4%9F%C4%B1/a-54015082 (Erişim Tarihi: 17.04.2021).
- Pearce, J. A ve Robbinson, D. K. (2005). Strategic Management: Formulation, Implementation and Control, 6th Edition, Irwin: McGraw Hill.
- Perry, M. (2019, May 24). Comparing 1955's Fortune 500 to 2019's Fortune 500. Fee Stories. https://fee.org/articles/comparing-1955s-fortune-500-to-2019s-fortune-500/ (Erişim Tarihi: 28.12.2020).
- PwC. (2020). Genz Z is talking. Are you listening?. PricewaterhouseCoopers Europe Consumer Insight Series. No:3 https://www.pwc.de/de/handel-und-konsumguter/gen-z-is-talking-are-you-listening.pdf (Erişim Tarihi: 17.04.2021).
- Reeves, T.C., Oh, E. (2008) “Generational Differences, in Handbook of Research On Educational Communications And Technology, Editörler: J.Michael Spector, M.David Merrill, Jeroen Van Merrienboer, Marcy P.Driscoll, 3th ed., Taylor&Francis Group, New York.
- Zhang, Y., & Sun, M. (2009). Brand Rejuvenation of Old Food Enterprises Based on Combination of Innovation and Nostalgia.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Communication and Media Studies |
| Journal Section | Makaleler |
| Authors | |
| Publication Date | April 27, 2022 |
| Submission Date | January 24, 2022 |
| Acceptance Date | March 7, 2022 |
| Published in Issue | Year 2022 Volume: 5 Issue: 1 |
HALKLA İLİŞKİLER VE REKLAM ÇALIŞMALARI DERGİSİ (HİRE)
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