Marka iletişiminde hikâye kullanımı: Chanel örneği

Öz

Hikâyeler tüm zamanlar boyunca insanların ilgisini çekmiş, bilinçli veya bilinçsiz olarak duygusal anılarla bağlantılar içermiştir. Bu çalışmanın amacı markaların, hikâye anlatımı tekniğini ürün ve markalarına nasıl uyguladıklarını tespit etmektir. Bu amaca uygun olarak araştırma yöntemi için içerik analizi kullanılmış ve ikonik marka Chanel çalışılmıştır. Markanın hikâye kullanımı yoluyla yapmış olduğu içerikler McDonald ’ın çalışmasında ele aldığı ilkeler olan; çatışma, özgünlük ve eğlence içeriklerine göre incelenmiştir. Araştırmadan elde edilen sonuçlara göre; hikâye anlatımı, insanların markaya katılımını sağlamaktadır ve birey hikâyede kendinden bir şeyler bularak markayı sahiplenmektedir. Reklamlardan sıkılmış olan tüketiciye özgünlük ve gerçeklik sunmaktadır. Böylece müşterilerin duygu ve algıları etkilenerek markayla bütünleşmesi sağlanmaktadır. Kendini markanın bir parçası olarak görmeye başlayan müşteri, markanın sadık ve tutkulu bir savunusu haline gelmektedir. Bu nedenle sadık müşteri grupları oluşturmak isteyen marka ve firma yöneticilerinin hikâye tekniğini kullanmaları önerilebilir. Bu teknik markanın uzun dönemli karlılığı ve geleceği adına dikkate değerdir. Gelecekteki çalışmalara öneriler ise, bu çalışmanın ampirik bir çalışma olarak kurgulanmasıdır. Deney kısmında markanın hikâyesi izletilen bir grup ile izletilmeyen grup arasındaki düşünce ve davranışlar tartışılabilir.

Anahtar Kelimeler

• Marka iletişimi
• hikâye anlatımı
• marka
• chanel

The use of story iın brand communication: The chanel case

Öz

Stories have captivated individuals across all eras, consciously or unconsciously associated with emotional memories. This study aims to ascertain how brands utilise the storytelling strategy in relation to their products and brands. In line with this purpose, content analysis was used for the research method and the iconic brand Chanel was studied. The brand's content, created through storytelling, was assessed based on the elements outlined in McDonald's study: conflict, authenticity, and entertainment value. The research findings indicate that storytelling facilitates consumer engagement with the brand, allowing individuals to identify with the story and thereby embrace the brand. It provides authenticity and realism to customers fatigued by commercials. Consequently, customers' emotions and impressions are shaped, ensuring integration with the brand. A consumer who perceives himself as integral to the business evolves into a devoted and fervent advocate of the brand. Consequently, brand and company managers seeking to cultivate loyal client segments are advised to employ storytelling techniques. This strategy is exceptional for the brand's long-term profitability and future prospects. Future research should be structured as an empirical study. The experimental section can analyse the beliefs and behaviours of a group exposed to the brand narrative against a group that is not.

Anahtar Kelimeler

• Brand communication
• story-telling
• brand
• chanel

Kaynakça

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