Determination of Brand İdentity and İmage in Recreational Sports Facilities

Yıl 2018, Cilt: 23 Sayı: 2, 74 - 84, 01.04.2018

Feyza Meryem Kara , Berkay Ayverdi

Öz

The purpose of
this study was to structuring the determine the brand identity and brand strategies private sector
recreational sports facilities in Ankara. The design of the study was
correlational and purposive sample was used. According to this, the sample
consists of a total of five persons who are in charge of brand management in
the sports enterprises that are considered to represent the universe in various
district of Ankara (Çankaya, Etimesgut, Altındağ and Eryaman) who accept the
interview request. Semi-structured interview method was used in the research
and "descriptive analysis" method was applied. The data obtained in the
research were collected under the themes based on the research purpose. The
rhetoric about brand image and awareness of brand managers in the business are
evaluated under three themes. These themes were evaluated in the research as
brand identity creation, brand positioning strategies and brand awareness. As a
result, the observations that the sports enterprises serving in the recreation
field have used brand awareness and used to protect brand images have been
determined as positive steps to take the sports sector to the top step.

Anahtar Kelimeler

recreational sport facilities, brand ıdentity, brand image

Rekreasyonel Spor Tesislerinde Marka Kimliğinin ve İmajının Belirlenmesi

Öz

Bu araştırmada, Ankara’da
bulunan özel sektöre ait rekreasyonel spor tesislerinin marka kimliğinin ve
marka imajının yapılandırılma stratejilerinin belirlenmesi amaçlanmıştır. Araştırma,
amaçlı örneklem yöntemlerinden ölçüt örnekleme modeline uygun olarak
yürütülmüştür. Buna göre örneklem, görüşme talebini kabul eden Ankara’nın
çeşitli semtlerinde bulunan (Çankaya, Etimesgut, Altındağ ve Eryaman) evreni
temsil ettiği düşünülen spor işletmelerinde marka sorumlusu olarak görev yapan
toplam beş kişiden oluşmaktadır. Araştırmada yarı yapılandırılmış görüşme
yöntemi kullanılmış ve “betimsel analiz” yöntemi uygulanmıştır. Araştırmada
elde edilen veriler, araştırma amacına dayalı olarak temalar altında
toplanmıştır. İşletmelerde görev yapan marka sorumlularının marka imajı ve
bilinirliğine yönelik söylemleri üç tema altında değerlendirilmiştir. Bu
temalar, marka kimliğini oluşturma, marka konumlandırma stratejileri ve marka
bilinirliğinin sağlanması olarak, araştırmada değerlendirilmiştir. Sonuç
olarak, rekreasyon alanında hizmet veren spor işletmelerinin marka
bilinirliklerini sağlamada ve marka imajlarını korumada kullandıkları
izlemlerin spor sektörünü bir üst basamağa çıkarabilmek için olumlu adımlar
olarak belirlenmiştir.

Anahtar Kelimeler

rekreasyonel spor tesisleri, marka kimliği, marka imajı

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