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PAZARLAMA YÖNETİMİNDE MARKA GENİŞLETME STRATEJİSİ

Year 2009, Volume: 8 Issue: 32, 185 - 191, 30.07.2009
https://doi.org/10.14783/maruoneri.696191

Abstract

Teknolojinin gelişimi, ürünlerin ömrünün hızlı bir şekilde kısalması ve daralan pazar ortamında artan rekabet nedenleriyle şirketler güçlü olan markalarını sadık müşterilerine de güvenerek yeni ürünlere taşıyarak genişletmektedirler. Pazarlama yönetiminde marka genişletme stratejisi, mevcut bir marka isminin kullanılarak yeni bir ürün meydana getirilmesidir. Dünyada birçok örneği bulunan marka genişletmesi Türkiye’de de bazı şirketler tarafından halen uygulanmaktadır. Günümüzde şirketler marka genişletme stratejisi kullanarak pazarda farklı sektörlerde düşük reklam ve dağıtım maliyetleri ile markalarını farklı kategorilerde genişletmektedirler. Ancak piyasalarda başarılı olduğu kadar başarısız örneklerine de rastlanabilen “marka genişletmesi”, mevcut markanın prestiji kullanılarak gerçekleştirilmesi ve sağladığı faydalar ile riskleri de beraberinde getirmesi nedeniyle büyük titizlikle ve kaliteden ödün verilmeden uygulanması gereken bir yöntemdir. Bu araştırmada, marka genişletme stratejisi mevcut literatür taranarak kavramsal olarak incelenmiş olup avantajları ve dezavantajları üzerinde durulmuştur.

References

  • [1] Armstrong, G. & Kotler, P. (2005). Marketing: an Introduction. 7. Ed. New Jersey: Pearson Prentice Hall.
  • [2] Aaker, D.A. & Keller, K.L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-41.
  • [3] Keller, K.L. & Aaker, D.A. (1998). The Impact of Corporate Marketing on a Company’s Brand Extension. Corporate Reputation Review, 1(4), 356-378. 4
  • [4] Doyle, P. (1990). Building Successful Brands: The Strategic Options. The Journal of Consumer Marketing, 7(2), 5-20.
  • [5] Barone, M.J.; Miniard, P.W. & Romeo, J.B. (2000). The Influence of Positive Mood on Brand Extension Evaluations. Journal of Consumer Research, 26(4), 386400.
  • [6] Loken, B. & John, D.R. (1993). Diluting Brand Beliefs: When Do Brand Extensions Have A Negative Impact, Journal of Marketing, 57(3), 71-84.
  • [7] Swaminathan, V.; Fox, R.J. & Reedy, S.K. (2001). The Impact Of Brand Extension Introduction On Choice, Journal of Marketing , 65(4), 1-15.
  • [8] D’Astous, A.; Colbert, F. & Fournier, M. (2007). An Experimental Investigation of The Use Of Brand Extension And Co-Branding Strategies In The Arts. Journal of Services Marketing, 21(4), 231-240.
  • [9] Dennis A. Pitta and Lea Prevel Katsanis, Understanding Brand Equity For Successful Brand Extension, Journal of Consumer Marketing, 1995, 12(4), 51-54.
  • [10] Boush, D.M. (1993). How Advertising Slogans Can Prime Evaluations of Brand Extensions. Psychology & Marketing, 10(1), 67-78.
  • [11] Uztuğ, F. (2005). Markan Kadar Konu$. 3. Baskı. İstanbul: Mediacat Yayınları.
  • [12] Lane, V.R. (2000). The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions. Journal of Marketing, 64(2), 80-91.
  • [13] Lassar, W.; Mittal, B. & Sharma, A. (1995). Measuring Customer-Based Brand Equity. The Journal of Consumer Marketing, 12(4), 11-19.
  • [14] Martinez, E. & de Chernatony, L. (2004). The Effect of Brand Extension Strategies Upon Brand Image. Journal of Consumer Marketing, 21(1), 39-50.
  • [15] Keller, K.L. (2003). Strategic Brand Management. New Jersey: Pearson Prentice Hall.
  • [16] (2005). Capital Aylık İş ve Ekonomi Dergisi, Aralık, 12, 223.
  • [17] Aaker, D.A. (1991). Managing Brand Equity, Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • [18] Hou, J. (2003). Brand Extensions: What Do We Know? Marketing Management Journal, 13(2), 54-60.
Year 2009, Volume: 8 Issue: 32, 185 - 191, 30.07.2009
https://doi.org/10.14783/maruoneri.696191

Abstract

References

  • [1] Armstrong, G. & Kotler, P. (2005). Marketing: an Introduction. 7. Ed. New Jersey: Pearson Prentice Hall.
  • [2] Aaker, D.A. & Keller, K.L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-41.
  • [3] Keller, K.L. & Aaker, D.A. (1998). The Impact of Corporate Marketing on a Company’s Brand Extension. Corporate Reputation Review, 1(4), 356-378. 4
  • [4] Doyle, P. (1990). Building Successful Brands: The Strategic Options. The Journal of Consumer Marketing, 7(2), 5-20.
  • [5] Barone, M.J.; Miniard, P.W. & Romeo, J.B. (2000). The Influence of Positive Mood on Brand Extension Evaluations. Journal of Consumer Research, 26(4), 386400.
  • [6] Loken, B. & John, D.R. (1993). Diluting Brand Beliefs: When Do Brand Extensions Have A Negative Impact, Journal of Marketing, 57(3), 71-84.
  • [7] Swaminathan, V.; Fox, R.J. & Reedy, S.K. (2001). The Impact Of Brand Extension Introduction On Choice, Journal of Marketing , 65(4), 1-15.
  • [8] D’Astous, A.; Colbert, F. & Fournier, M. (2007). An Experimental Investigation of The Use Of Brand Extension And Co-Branding Strategies In The Arts. Journal of Services Marketing, 21(4), 231-240.
  • [9] Dennis A. Pitta and Lea Prevel Katsanis, Understanding Brand Equity For Successful Brand Extension, Journal of Consumer Marketing, 1995, 12(4), 51-54.
  • [10] Boush, D.M. (1993). How Advertising Slogans Can Prime Evaluations of Brand Extensions. Psychology & Marketing, 10(1), 67-78.
  • [11] Uztuğ, F. (2005). Markan Kadar Konu$. 3. Baskı. İstanbul: Mediacat Yayınları.
  • [12] Lane, V.R. (2000). The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions. Journal of Marketing, 64(2), 80-91.
  • [13] Lassar, W.; Mittal, B. & Sharma, A. (1995). Measuring Customer-Based Brand Equity. The Journal of Consumer Marketing, 12(4), 11-19.
  • [14] Martinez, E. & de Chernatony, L. (2004). The Effect of Brand Extension Strategies Upon Brand Image. Journal of Consumer Marketing, 21(1), 39-50.
  • [15] Keller, K.L. (2003). Strategic Brand Management. New Jersey: Pearson Prentice Hall.
  • [16] (2005). Capital Aylık İş ve Ekonomi Dergisi, Aralık, 12, 223.
  • [17] Aaker, D.A. (1991). Managing Brand Equity, Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • [18] Hou, J. (2003). Brand Extensions: What Do We Know? Marketing Management Journal, 13(2), 54-60.
There are 18 citations in total.

Details

Primary Language Turkish
Journal Section Eski Sayılar
Authors

Mustafa Karadeniz This is me

Publication Date July 30, 2009
Published in Issue Year 2009 Volume: 8 Issue: 32

Cite

APA Karadeniz, M. (2009). PAZARLAMA YÖNETİMİNDE MARKA GENİŞLETME STRATEJİSİ. Öneri Dergisi, 8(32), 185-191. https://doi.org/10.14783/maruoneri.696191

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

e-ISSN: 2147-5377