The Impact of Elements of Integrated Marketing Communication on Planned Brand Identity

Yıl 2022, Sayı: 9, 225 - 250, 26.12.2022

Hilal Kılıç Tariq Elhadary Onur Türker

https://doi.org/10.56676/kiad.1109448

Öz

This study investigates how the integrated marketing communication elements, which come to the fore in academic studies and sectoral applications, impact brand identities built in the context of global sportswear brands.The purpose of this study is to identify which aspects of integrated marketing communication, such as websites, social media, advertising, public relations, direct marketing, and brand elements (logo, name, and colour), have an effect on brand identity and how brand awareness is shaped as a result of this impact.Analyses have revealed that the name affects the fictionalised brand identity from public relations, website, and brand elements of Integrated Marketing Communication.

Anahtar Kelimeler

Integrated Marketing Communications, Public Relations, Brand Identity, Brand Elements

Bütünleşik Pazarlama İletişimi Unsurlarının Kurgulanmış Marka Kimliği Üzerindeki Etkisi

Öz

Bu çalışmada, gerek akademik çalışmalarda gerekse sektörel uygulamalarda öne çıkan bütünleşik pazarlama iletişimi unsurlarının küresel spor giyim markaları bağlamında kurgulanmış marka kimlikleri üzerinde nasıl bir etki yarattığı araştırılmıştır. Çalışmada bütünleşik pazarlama iletişimi unsurlarından olan web site, sosyal medya, reklam, halkla ilişkiler, doğrudan pazarlama ve marka öğelerinin (logo, isim, renk) hangilerinin marka kimliği üzerinde etkili olduğunu ve bu etkiye bağlı olarak marka bilinirliliğinin nasıl şekillendiğini ortaya koymak araştırmanın önemini oluşturmaktadır. Yapılan analizler doğrultusunda; Bütünleşik Pazarlama İletişimi unsurlarından halkla ilişkiler, web site ve marka ögelerinden de ismin, kurgulanmış marka kimliğini etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Bütünleşik Pazarlama İletişimi, Halkla İlişkiler, Marka Kimliği, Marka Unsurları

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