Marka İsmi ve Marka Logosu Arasındaki Uyum Marka Beğenisini Etkiler mi? Deneysel Bir Çalışma
Özet
Marka unsurlarının tasarlanmasının ve seçiminin bir markanın uzun dönemli başarısı üzerinde şüphesiz ki çok önemli bir rolü vardır. Bu nedenle, pazara girişten önce güçlü ve olumlu bir marka anlamı oluşturmak ve yeni markanın kabulünü artırmak için birlikte tutarlı anlam taşıyan marka unsurlarını tasarlamaya ve seçmeye son derece dikkat edilmelidir. Bu bağlamda, bu çalışma, ses ve şekil sembolizminden yola çıkarak, marka isimlerindeki sesler ve marka logolarındaki şekiller arasındaki etkileşimin, marka beğenisi üzerindeki etkisini incelenmeyi amaçlamaktadır. Ses ve şekil arasındaki etkileşim etkisini test etmek için de bir deneysel çalışma yapılmıştır. Çalışmanın bulguları, marka isimlerindeki seslerin ve marka logolarındaki şekillerin tek başına marka beğenisini önemli ölçüde etkilemediğini ortaya koymuştur. Bununla birlikte, çalışmanın bulguları, marka ismindeki sesler ve marka logosundaki şekiller arasında uyumlu bir kombinasyon olduğunda, uyumsuz kombinasyonlara kıyasla bu uyumun marka beğenisini önemli ölçüde etkilediğini göstermiştir. Daha spesifik olarak, çalışmanın sonuçları, marka isimleri yüksek (düşük) frekanslı sesler içerdiğinde ve köşeli (yuvarlak) bir marka logosuna sahip olduğunda, markaya yönelik marka beğenisinin arttığını göstermiştir. Bu sonuçların hem ilgili literatüre katkıda bulunması hem de marka unsurlarını tasarlamak ve seçmekten sorumlu pazarlama uygulayıcılarına faydalı bilgiler sağlaması beklenmektedir.
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