Medya Sektöründe Marka Mimarisi: Netflix Örneği

Yıl 2021, Cilt: 10 Sayı: 2, 1264 - 1280, 19.04.2021

Onur Türker , Parisa Alizadehfanaeloo , Hacer Handan Demir

https://doi.org/10.33206/mjss.846541

Öz

Markanın stratejik olarak ne konumda olduğunu gösteren marka mimarisiyle ilgili yazında yapılmış çalışmalar perakendeci markalar, tüketici ürünü markaları, hizmet markaları, endüstriyel ürün markaları, ülke ve şehir markaları üzerine yoğunlaşmıştır. Ayrıca yazında spor markaları, sanat markaları, politika markaları, eğitim markaları, ilaç markası ve uluslararası alanda faaliyet gösteren markalara ilişkin de marka mimarisi çalışmaları bulunmaktadır.
Bu çalışmanın amacı, Netflix ana markası ve Netflix’te yayınlanan diziler yani alt markaları arasında marka mimarisi özellikleri açısından farklılıkları ortaya koymaktır. Çalışmada İstanbul ilinde Netflix ve yayınlarını izleyen 300 kişiye anket uygulanmıştır. Araştırma sonucunda Netflix ve alt markaları arasında marka mimarisi özellikleri açısından ve ayrıca cinsiyet ve meslek grupları arasında farklılıkların nasıl bir şekilde olduğu tespit edilmiştir.

Anahtar Kelimeler

Marka Mimarisi, Cezbedicilik, Merkezilik, Kendine İfade

Brand Architecture in Media Sector: The Case of Netflix

Öz

In this study, it was identified the strategic position of brand pertaining brand architecture focused on studies about retailer brands, consumer product brands, service brands, industrial product brands, country and city brands. Furthermore, there are studies in sport brands, art brands, policy brands, educational brands, drug brands and brands actuate in international area context in brand architecture. The purpose of this study is to designate differences between Netflix as major brand and series as sub-brands published in Netflix, in terms of brand architecture characteristics. In related study, in Istanbul 300 people who follow Netflix and it’s publications completed the questionnaires. As a result of research, it is adjusted that in terms of brand architecture features how there is a difference between Netflix and its series, differences between gender groups and between professional groups as well.

Anahtar Kelimeler

Brand architecture, Netflix, Attractiveness. Centralization, Self-expression

Kaynakça

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