Dijital Çağda Marka Algısının Dönüşümü: Lüks ile Mass Prestige (Kitle Prestij) Marka Stratejileri

Öz

Bu çalışma, dijitalleşme süreciyle birlikte dönüşen marka algısını lüks ve mass prestige (kitle prestij) markalarının stratejileri üzerinden incelemektedir. Dijital mecraların görselliği ön plana çıkaran yapısı ve kullanıcı etkileşimine dayalı dinamikleri, geleneksel lüks marka kodlarının yeniden tanımlanmasına zemin hazırlamıştır. Bu bağlamda, el işçiliği, sınırlı üretim ve sembolik değer gibi yalnızca lüks markalara özgü nitelikler, artık daha geniş kitlelere hitap eden mass prestige markalar tarafından da stratejik biçimde kullanılmaktadır. Araştırmada, Michael Kors markası örnek olay olarak seçilmiş; markanın sosyal medya platformlarında yer alan iletişim dili, görsel kodları, influencer iş birlikleri ve sınırlı üretim koleksiyonları, Maurice Duverger’in Belgeleri Çözümleme yöntemi doğrultusunda analiz edilmiştir. Belgeler, markanın dijital temsiline ilişkin güncel, erişilebilir ve yüksek etkileşimli içeriklere göre seçilmiş; nitel içerik analizi ve görsel söylem analizi birlikte uygulanmıştır. Analiz bulguları, dijitalleşmenin marka konumlandırmasında hiyerarşik ayrımları flu hale getirdiğini ve tüketici algısında “algısal ayrışmanın bulanıklaştığını” göstermektedir. Ayrıca, markanın sosyal medya etkileşimlerinde toplumsal duyarlılık, sürdürülebilirlik ve bireysel kimlik temsillerini öne çıkararak prestij ile erişilebilirlik arasında duygusal bir denge kurduğu saptanmıştır. Bu durum, lüks ve mass prestige markalar arasında yeni bir rekabet ve geçişkenlik alanı yaratmakta; dijital çağda tüketici davranışlarını, marka sadakatini ve değer algısını yeniden biçimlendiren hibrit bir marka evreninin doğuşuna işaret etmektedir.

Anahtar Kelimeler

• Dijital marka
• lüks marka
• mass prestige
• marka konumlandırması
• sosyal medya

The Transformation of Brand Perception in the Digital Age: Strategies of Luxury and Mass Prestige Brands

Öz

This study examines the changing brand perception in the digitalization process through the strategies of luxury and mass prestige brands. The structure of digital media, which emphasizes visuality, and its dynamics based on user interaction have paved the way for the redefinition of traditional luxury brand codes. In this context, qualities unique to luxury brands, such as craftsmanship, limited production, and symbolic value, are now also being used strategically by mass prestige brands that appeal to wider audiences. The Michael Kors brand was selected as a case study for the research; the brand's communication language, visual codes, influencer collaborations, and limited production collections on social media platforms were analyzed in line with Maurice Duverger's Document Analysis method. Documents were selected based on current, accessible, and highly interactive content related to the brand's digital representation; qualitative content analysis and visual discourse analysis were applied together. The findings of the analysis show that digitalization has blurred hierarchical distinctions in brand positioning and that “perceptual differentiation has become blurred” in consumer perception. Furthermore, it was found that the brand establishes an emotional balance between prestige and accessibility by highlighting social awareness, sustainability, and representations of individual identity in its social media interactions. This situation creates a new area of competition and permeability between luxury and mass prestige brands, signaling the emergence of a hybrid brand universe that reshapes consumer behavior, brand loyalty, and value perception in the digital age.

Anahtar Kelimeler

• Digital brand
• luxury branding
• mass prestige
• brand positioning
• social media marketing

Kaynakça

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