Kurumların Ofis Yapılarının Kurumsal Kimlik Oluşturma ve Sürdürülebilmedeki Önemi

Yıl 2018, Cilt: 33 Sayı: 2, 385 - 410, 09.01.2019

Kutay Mutdoğan Alım Selin Mutdoğan

https://doi.org/10.24988/deuiibf.2018332673

Öz

Günümüz iş dünyasında; kurumlar, ürün portföylerindeki marka değerini arttırabilmek adına yaptıkları birçok aktivitenin ve çabanın yanı sıra, kurumsal marka değerlerini arttırmak ve müşterilerinin kurumsal kimlik algılarını olumlu yönde etkilemek adına da çaba göstermektedirler. Bunu yapabilmek için kurumlar, kurumsal kimliklerini vizyonlarına ve misyonlarına, kurumsal değerlerine uygun bir şekilde oluşturmak durumundadırlar. Kurumsal Kimlik; pazarlama fonksiyonu normlarına göre kurumların kendini yansıtmasıdır. Bunun yanında firmalar, kurumsal kimliklerini yansıtmak adına fiziksel çevre ve yapılarını da kullanabilmektedirler. Bu araştırma kapsamında, kurumsal kimlik ve fiziksel yapılar arasındaki ilişki İş Bankası örneği üzerinden analiz edilmektedir.

Anahtar Kelimeler

Kurumsal Kimlik, Kurumsal Değerler, Tasarım, Pazarlama

The Effects of the Administrative Buildings of Companies on Creating and Sustaining Corporate Identity

Öz

In today’s business world; companies are trying many ways to promote their corporate brand values and to manage the perception of the customers’ corporate identity positively in addition to the efforts to increase their product portfolio’s brand value. In order to do that,companies, have to sustain their corporate identity consistent with their vision, mission, corporate values and way of work processes. Corporate identity is defined as its reflected image within marketing function norms. In addition to this; companies are also trying to use their physical environments to reflect their corporate identities. In this context; with this research the relation between the corporate identity and the physical environment is analysed with case study.İş bank, Turkey.

Anahtar Kelimeler

Corporate Identity, Corporate Values, Design, Marketing

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