{"id":387,"date":"2017-05-09T13:50:23","date_gmt":"2017-05-09T13:50:23","guid":{"rendered":"http:\/\/yenimedya.aydin.edu.tr\/?page_id=387"},"modified":"2017-05-18T10:37:29","modified_gmt":"2017-05-18T10:37:29","slug":"ejnm_v01i2103","status":"publish","type":"page","link":"https:\/\/yenimedya.aydin.edu.tr\/tr\/ejnm_v01i2103\/","title":{"rendered":"ejnm_v01i2103"},"content":{"rendered":"<p><strong>KURUMSAL K\u0130ML\u0130K OLU\u015eTURMADA B\u0130R LOGONUN MARKAYA ETK\u0130S\u0130 <\/strong><\/p>\n<p>\u00d6zge TOP\u00c7U<\/p>\n<p><strong>\u00d6Z<\/strong><\/p>\n<p>G\u00fcn\u00fcm\u00fczde bir \u00e7ok firman\u0131n kurumsal kimlik olu\u015fturabilme \u00e7abas\u0131 i\u00e7erisine girdi\u011fini g\u00f6zlemlemekte ve bu kimli\u011fe sahip olan firmalar\u0131n bir\u00e7o\u011funda ise kimlik de\u011fi\u015fimi \u00f6rne\u011fi ile kar\u015f\u0131la\u015fmaktay\u0131z. Buna neden olarak; globalle\u015fme, pazar kayg\u0131s\u0131, imaj ve yenilik gibi kavramlar veya olgular g\u00f6sterilebilir. Bu durum kurumsal kimlik olu\u015fumunda logoyu daha \u00f6n plana \u00e7\u0131karmakla birlikte, logo tasar\u0131m\u0131n\u0131n markan\u0131n bilinirli\u011fini art\u0131rmas\u0131 ve ki\u015filer taraf\u0131ndan tan\u0131nmas\u0131 a\u00e7\u0131s\u0131ndan da \u00f6nemli bir etkiye sahip oldu\u011fu s\u00f6ylenebilir. G\u00fcnl\u00fck ya\u015fant\u0131m\u0131zda bu markalar\u0131n logolar\u0131 g\u00f6rsel veri olarak zihnimize h\u00fccum etmektedir. Zihnimiz bu g\u00f6rsel veriler ile s\u00fcrekli ileti\u015fim halindedir. Kimi g\u00f6rsel verileri kabul ederken bir k\u0131sm\u0131n\u0131 da reddederiz. Benimseyip kabul ettiklerimiz kimi zaman kendi imaj\u0131m\u0131za uyan veya arzulad\u0131\u011f\u0131m\u0131z imaj\u0131 bize verebildi\u011fine inand\u0131\u011f\u0131m\u0131z markalard\u0131r ve bunlar\u0131n sahip oldu\u011fu g\u00f6rsel sembolleridir. Markalar\u0131n en b\u00fcy\u00fck hedefi, t\u00fcketicinin zihnine yerle\u015febilmek ve uzun y\u0131llar marka ba\u011fl\u0131l\u0131\u011f\u0131 yaratabilmektir. Bunu ba\u015farmak i\u00e7in de markalar g\u00f6rsel i\u015faret, amblem ve hepsini i\u00e7ine alan logodan faydalan\u0131rlar. Ba\u015far\u0131l\u0131 bir markan\u0131n ayn\u0131 zamanda ba\u015far\u0131l\u0131 bir logosu da olmal\u0131d\u0131r. Bu \u00e7al\u0131\u015fma; etkili bir logonun marka \u00fczerindeki etkisini incelemekle birlikte, uygulama \u00f6rne\u011fi olarak se\u00e7ilen \u201cJuventus\u201d kul\u00fcb\u00fcn\u00fcn logo de\u011fi\u015fim s\u00fcrecini de etkilemektedir.<\/p>\n<p><strong><em>Anahtar Kelimeler<\/em><\/strong><em>: kurumsal kimlik, marka, logo, alg\u0131, Juventus <\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>THE IMPACT ON A LOGO BRAND IN CREATING CORPORATE\u00a0\u00a0 IDENTITY<\/strong><\/p>\n<p><strong>ABSTRACT<\/strong><\/p>\n<p>It is observed today that many companies are in an effort to create a corporate identity and that we see a sample of identity change in many of the companies with corporate identity. The reason for this can be given as some concepts or \u00a0phenomenon such as globalization, market concerns, image and innovation. Although this state brings the logo to the forefront in formation of a corporate identity, it can be stated that the logo design has a significant influence in increasing the brand awareness and recognition. In our daily lives, the logos of such brands frequently attack our minds as visual data. Our minds are in communication with these visual data. We accept some visual data and refuse some. Those we internalize and accept are the brands which comply with our own image or the brands and their visual symbols which we believe can provide us the image that we desire. The major target of the brands is to acquire a place in the minds of the consumers and create a brand loyalty for many long years. In order to achieve this, the companies and brands benefit from the visual signs and logos which are inclusive of all these. A successful brand should also have a successful logo.<\/p>\n<p><strong><em>Keywords<\/em><\/strong><em>: corporate identity, brand, logo, perception, Juventus <\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>TAM MET\u0130N<br \/>\n<\/strong><\/p>\n<p><a href=\"http:\/\/yenimedya.aydin.edu.tr\/wp-content\/uploads\/2017\/05\/ejnm_v01i2103.pdf\">PDF<\/a><\/p>\n<p><strong>KAYNAKLAR<\/strong><\/p>\n<p><em>Ak, M. (1998). Firma, Markalarda Kurumsal Kimlik ve \u0130maj , \u0130stanbul : M.Group Publishing<\/em><\/p>\n<p><em>Durmaz, \u00d6. (2008). Logo Tasar\u0131m\u0131 \u00dczerine Profesyonellerden G\u00f6r\u00fc\u015fler, \u0130stanbul : Grafik Tasar\u0131m Dergisi Say\u0131 :27.<\/em><\/p>\n<p><em>Erdo\u011fan, \u0130. (1991). \u0130\u015fletmelerde Davran\u0131\u015f , \u0130stanbul : \u0130stanbul \u00dcni. \u0130\u015fletme Fak.Dergisi, \u0130\u015fletme \u0130ktisadi Enstit\u00fcs\u00fc Yay\u0131n : 135.<\/em><\/p>\n<p><em>Hepkon, Z. (2003). Kurumsal Kimli\u011fin \u0130n\u015fas\u0131n\u0131 Belirleyen Fakt\u00f6rler. Eri\u015fim Tarihi: 28.04.2017<\/em><\/p>\n<p><em><a href=\"http:\/\/www.iticu.edu.tr\/k%9Ft%9Fphane\/dergi\/d4\/M00059.pdf\">http:\/\/www.iticu.edu.tr\/k\u00fct\u00fcphane\/dergi\/d4\/M00059.pdf<\/a>.<\/em><\/p>\n<p><em>Kapferer, J.N. (1992), Stratejic Brand Management , New York : The Free Press<\/em><\/p>\n<p><em>Merkle, W.(1992). Corporate Ident\u0131ty, G\u00f6ttingen : GHS.<\/em><\/p>\n<p><em>Okay, A. (1999). Gazi \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi Akademik Dergisi, Say\u0131:2 , Ankara : G.\u00dc.\u0130leti\u015fim Fak\u00fcltesi Bas\u0131mevi<\/em><\/p>\n<p><em>Okay, A. (2000).Kurum Kimli\u011fi, Ankara : Mediacat Yay\u0131nlar\u0131.<\/em><\/p>\n<p><em>Okay, A. (2012). Kurum Kimli\u011fi, \u0130stanbul: Derin Yay\u0131nlar\u0131.<\/em><\/p>\n<p><em>Pelteko\u011flu, F.B. (1998) , Halkla \u0130li\u015fkiler Nedir, \u0130stanbul: Beta Bas\u0131m Yay\u0131m Da\u011f\u0131t\u0131m A.\u015e.<\/em><\/p>\n<p><em>Regenthal, G. (1992).Identitat und Image , K\u00f6ln : Bachem.<\/em><\/p>\n<p><em>Sabuncuo\u011flu, Z. (2004). \u0130\u015fletmelerde Halkla \u0130li\u015fkiler , \u0130stanbul : Akt\u00fcel<\/em><\/p>\n<p><em>Yengin, D. (2014). Yeni Medya ve Dokunmatik Toplum, \u0130stanbul: Derin Yay\u0131nlar\u0131.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>KURUMSAL K\u0130ML\u0130K OLU\u015eTURMADA B\u0130R LOGONUN MARKAYA ETK\u0130S\u0130 \u00d6zge TOP\u00c7U \u00d6Z G\u00fcn\u00fcm\u00fczde bir \u00e7ok firman\u0131n kurumsal kimlik olu\u015fturabilme \u00e7abas\u0131 i\u00e7erisine girdi\u011fini g\u00f6zlemlemekte ve bu kimli\u011fe sahip olan firmalar\u0131n&#8230; <\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-387","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/387"}],"collection":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/comments?post=387"}],"version-history":[{"count":11,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/387\/revisions"}],"predecessor-version":[{"id":541,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/387\/revisions\/541"}],"wp:attachment":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/media?parent=387"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}