Sloganlar T\u00fcrkiye\u2019de \u015fimdiye kadar \u00e7ok ciddi bir ara\u015ft\u0131rmaya konu olmad\u0131lar. Ancak, onlar markalar\u0131n iddialar\u0131n\u0131 ve felsefelerini ortaya koyan en \u00f6nemli ileti\u015fim ara\u00e7lar\u0131. Hatta bir sloganla markay\u0131 \u00f6l\u00fcms\u00fcz k\u0131lmak bile m\u00fcmk\u00fcn.<\/p>\n
\u00d6rne\u011fin, bug\u00fcn Jill \u00e7oraplar\u0131n\u0131 hat\u0131rlatan, \u00fcr\u00fcn\u00fcn piyasadaki g\u00fcc\u00fc de\u011fil, \u201cAt\u0131n at\u0131n, eski \u00e7oraplar\u0131n\u0131z\u0131 at\u0131n\u2026\u201d slogan\u0131 oldu. Bu marka yaln\u0131z de\u011fil. Benzer \u00e7ok say\u0131da \u015firket ve marka da var. Capital, bu \u00f6zel ara\u015ft\u0131rmas\u0131nda, \u201cslogan\u201d se\u00e7menin \u00f6nemini ortaya koyarken, T\u00fcrkiye\u2019nin en dikkat \u00e7eken sloganlar\u0131n\u0131 da, uzmanlar\u0131n de\u011ferlendirmeleriyle bir araya getirdi.<\/p>\n
Anadolu Grubu, 1970 y\u0131l\u0131nda bira pazar\u0131nda markaya y\u00f6nelik bir ara\u015ft\u0131rma ger\u00e7ekle\u015ftirdi. Ara\u015ft\u0131rma, pazardaki marka ve sloganlar\u0131n t\u00fcketici alg\u0131s\u0131nda birbirine kar\u0131\u015ft\u0131\u011f\u0131n\u0131 ortaya koyuyordu. Bunun \u00fczerine Efes Pilsen, markas\u0131n\u0131 yeniden konumland\u0131rma karar\u0131 ald\u0131.1976 y\u0131l\u0131nda reklam ajans\u0131n\u0131 se\u00e7mek i\u00e7in konkur a\u00e7t\u0131. Konkuru en y\u00fcksek teklifi vermesine ra\u011fmen Ajans Ada, \u201cBira bu kapa\u011f\u0131n alt\u0131ndad\u0131r\u201d slogan\u0131yla kazand\u0131.<\/p>\n
Slogan\u0131n kullan\u0131ld\u0131\u011f\u0131 reklamlarda, ne\u015feli, \u015fakac\u0131, hayat\u0131 ya\u015fayan bir birac\u0131 tiplemesi yarat\u0131lm\u0131\u015ft\u0131. \u201c4 kafadar\u201d ad\u0131 verilen bu birac\u0131lar\u0131n rol ald\u0131\u011f\u0131 reklamlar\u0131n bi\u00e7imleri de\u011fi\u015fse de hepsinde ayn\u0131 slogan kullan\u0131l\u0131yordu: \u201cBira bu kapa\u011f\u0131n alt\u0131ndad\u0131r\u201d. 1977 y\u0131l\u0131nda ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rmalarda slogan, \u00fclke genelinde yakla\u015f\u0131k y\u00fczde 90 oran\u0131nda tan\u0131n\u0131yordu. Efes Pilsen art\u0131k T\u00fcrkiye\u2019nin lider bira markas\u0131 olmu\u015ftu.<\/p>\n
O y\u0131llarda Efes Pilsen\u2019in lider olmas\u0131nda \u00e7ok b\u00fcy\u00fck rol\u00fc olan bu slogan, bug\u00fcn hala T\u00fcrkiye\u2019nin en ba\u015far\u0131l\u0131 marka sloganlar\u0131 aras\u0131nda ilk s\u0131ralarda. 20 y\u0131l sonra bile pek \u00e7ok reklamc\u0131, marka ve pazarlama uzman\u0131n\u0131n akl\u0131na slogan denildi\u011finde bu slogan geliyor.<\/p>\n
T\u00fcrkiye Bira Grubu Pazarlama Direkt\u00f6r\u00fc Y\u00fcksel G\u00f6kbulut, \u201cBira bu kapa\u011f\u0131n alt\u0131ndad\u0131r\u201d slogan\u0131n\u0131n b\u00fcy\u00fckl\u00fck ve lider tav\u0131r i\u00e7erdi\u011fi i\u00e7in, uzun vadeli oldu\u011funu s\u00f6yl\u00fcyor. G\u00f6kbulut, \u201cBu slogan ile bira e\u015fittir Efes Pilsen olarak alg\u0131lan\u0131lmaya ba\u015fland\u0131\u201d diyor.<\/p>\n
Her ne kadar \u00fczerinde \u00e7ok yaz\u0131l\u0131p \u00e7izilmese de, sloganlar, kamuoyundaki imaj ve dolay\u0131s\u0131yla sat\u0131\u015flar a\u00e7\u0131s\u0131ndan, markalar i\u00e7in \u00f6nemli ara\u00e7lardan bir tanesi. Hatta Efes Pilsen \u00f6rne\u011finde oldu\u011fu gibi, do\u011fru kullan\u0131ld\u0131\u011f\u0131nda markala\u015fma i\u00e7in hayati bir \u00f6neme sahip. \u00c7\u00fcnk\u00fc, t\u00fcketici, g\u00fc\u00e7l\u00fc sloganlarla marka ismini duymadan ve logoyu g\u00f6rmeden hangi markayla ileti\u015fim i\u00e7inde oldu\u011funu anl\u0131yor. Bug\u00fcn slogan\u0131 ba\u015far\u0131l\u0131 kullanan, ve bu sayede bir ad\u0131m \u00f6ne ge\u00e7en markalar\u0131n say\u0131s\u0131 az de\u011fil.<\/p>\n
En be\u011fenilen sloganlar<\/strong><\/p>\n Efes Pilsen\u2019in yan\u0131nda Ar\u00e7elik, Coca-Cola, Kalebodur, Tokai sloganlar\u0131yla t\u00fcketicinin zihninde sa\u011flam yer edinmeyi ba\u015faran markalar. Reklamc\u0131, marka ve pazarlama uzmanlar\u0131n\u0131n hat\u0131rlay\u0131p, be\u011fendikleri ilk be\u015f slogan i\u015fte bu markalara ait: Efes Pilsen \u201cBira bu kapa\u011f\u0131n alt\u0131ndad\u0131r\u201d, Ar\u00e7elik, \u201cAr\u00e7elik demek yenilik demek\u201d, Coca Cola, \u201cHayat\u0131n Tad\u0131\u201d, Kalebodur, \u201cKalebodur, seramik budur\u201d ve Tokai, \u201c\u00c7akar \u00e7akmaz \u00e7akan \u00e7akmak\u201d\u2026.<\/p>\n Ar\u00e7elik Genel M\u00fcd\u00fcr Yard\u0131mc\u0131s\u0131 \u015eirzat Suba\u015f\u0131, genel olarak kulland\u0131klar\u0131 sloganlar\u0131n markalar\u0131n temel vizyonunu yans\u0131tt\u0131\u011f\u0131n\u0131, bu nedenle de ba\u015far\u0131l\u0131 oldu\u011funu s\u00f6yl\u00fcyor. Ar\u00e7elik\u2019in \u201cAr\u00e7elik demek yenilik demek\u201d slogan\u0131 g\u00fcncel sloganlar i\u00e7inde en ba\u015far\u0131l\u0131 bulunan \u00f6rneklerden.<\/p>\n Art Grup Strateji Direkt\u00f6r\u00fc Hakan Senbir\u2019e g\u00f6re, slogan, g\u00fcven in\u015fa ediyor. T\u00fcrkiye\u2019nin de\u011feri en y\u00fcksek markalar\u0131ndan biri i\u00e7in, bulundu\u011fu kategoride b\u00fcy\u00fck bir \u00f6nemi olan \u201cyenilik\u201d kavram\u0131na odaklan\u0131yor. Coca-Cola ise t\u00fcm sloganlar\u0131n\u0131 uzun vadeli olarak yarat\u0131yor. Coca-Cola Avrasya ve Ortado\u011fu B\u00f6l\u00fcm\u00fc Pazarlama Direkt\u00f6r\u00fc Galya Frayman Molinas, \u201cBizim i\u00e7in moda sloganlar yapmak s\u00f6z konusu de\u011fil. Biz basit sloganlar yapar bunun i\u00e7ini doldururuz. Y\u0131llard\u0131r tutarl\u0131 bir \u015fekilde de bunu yap\u0131yoruz\u201d diyor.<\/p>\n Pazarlama uzmanlar\u0131na g\u00f6re, markan\u0131n bug\u00fcne kadarki en ba\u015far\u0131l\u0131 slogan\u0131 ise \u201cHayat\u0131n Tad\u0131\u201d slogan\u0131. Devlet ba\u015fkan\u0131ndan yol i\u015f\u00e7isine kadar herkesi hedef kitlesi olarak kapsayan marka, bu sloganla duru\u015funu sarsmadan geni\u015f bir kitleye sesleniyor.<\/p>\n Reklamc\u0131 Haluk Mesci\u2019ye g\u00f6re ise \u201cKalebodur, seramik budur\u201d slogan\u0131 do\u011fal bir uyak ve iki s\u00f6zc\u00fckle markay\u0131 kategorinin en rekabet\u00e7i noktas\u0131na konumland\u0131r\u0131yor. Mesci, reklamc\u0131 Ali Taran taraf\u0131ndan Tokai i\u00e7in yap\u0131lan, \u201c\u00c7akar \u00e7akmaz \u00e7akan \u00e7akmak\u201d slogan\u0131n\u0131 da rekabet\u00e7i buluyor. \u201cHaf\u0131zaya hemen i\u015fleyen bir ses yap\u0131s\u0131, konunun kendisinden yola \u00e7\u0131k\u0131\u015f, yarar s\u00f6yleme, rekabet\u00e7ilik hepsi bu sloganda var\u201d diyen Haluk Mesci, hala kullan\u0131mda olmasa bile hat\u0131rlanma \u00f6zellikleriyle bu iki slogan\u0131n t\u00fcm zamanlar\u0131n en ba\u015far\u0131l\u0131lar\u0131 aras\u0131nda oldu\u011funu belirtiyor.<\/p>\n Sloganlar markan\u0131n hedef kitleleriyle ileti\u015fiminde \u00f6nemli bir ara\u00e7. Peki sloganlar nas\u0131l olmal\u0131? Creative Advertising-Yarat\u0131c\u0131 Reklamc\u0131l\u0131k kitab\u0131n\u0131n yazar\u0131 L.Whittier, kitab\u0131nda bir slogan\u0131n nas\u0131l olmas\u0131 gerekti\u011fine y\u00f6nelik \u015f\u00f6yle diyor:<\/p>\n \u201c\u00dcr\u00fcn ya da servisin de\u011ferini belirtmeli. Marka mesaj\u0131n\u0131n hedef kitle taraf\u0131ndan alg\u0131lanmas\u0131na yard\u0131mc\u0131 olmal\u0131. Reklamlarda s\u00fcrekli vurgulanmal\u0131 ve halk\u0131n hat\u0131rlamaktan keyif alaca\u011f\u0131 bir yap\u0131da olmal\u0131.\u201d Marka slogan\u0131na y\u00f6nelik pazarlama ve reklam literat\u00fcr\u00fcnde s\u00f6ylenenler de Whittier\u2019inkilerle hemen hemen ayn\u0131 do\u011frultuda. Yani bir markan\u0131n slogan\u0131 net ve anla\u015f\u0131l\u0131r olmal\u0131. Markan\u0131n hedef kitlesi ve sosyal payda\u015flar\u0131 slogan\u0131n i\u00e7inden anlam \u00e7\u0131karmak i\u00e7in uzun uzun d\u00fc\u015f\u00fcnmemeli. Markan\u0131n t\u00fcketiciye olan vaadi ise rasyonel ya da duygusal d\u00fczeyde mutlaka yer almal\u0131. \u00c7\u00fcnk\u00fc, hep vurguland\u0131\u011f\u0131 gibi, ideal strateji tek bir vaad \u00fczerine kurgulan\u0131r.<\/p>\n Slogan da o vaadi net olarak anlat\u0131r. Slogan\u0131 anlamak ve hat\u0131rlamak da \u00f6nemli parametreler. Bu nedenle slogan\u0131n kelime say\u0131s\u0131yla s\u0131n\u0131rlanmas\u0131 gerekiyor. Bu say\u0131n\u0131n ne olaca\u011f\u0131 ise uzmanlara g\u00f6re de\u011fi\u015fiyor. \u00d6rne\u011fin, El \u0130zi Dan\u0131\u015fmanl\u0131k\u2019tan N\u00fckhet Vardar\u2019a g\u00f6re, slogan\u0131n en ideali tek kelime olan\u0131. \u00dc\u00e7 d\u00f6rt kelimeyi de a\u015fmamal\u0131. Hakan Senbir de bir sloganda d\u00f6rt kelimeden sonras\u0131n\u0131n hat\u0131rlamakta zorluk yarataca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. Ali Saydam ise bu konuda net bir kelime say\u0131s\u0131 vermiyor ama slogan\u0131n k\u0131sa, sade ve anla\u015f\u0131l\u0131r olmas\u0131n\u0131n en sa\u011fl\u0131kl\u0131s\u0131 olaca\u011f\u0131n\u0131 s\u00f6yl\u00fcyor. Saydam, sade ve net ifadeleriyle ba\u015far\u0131l\u0131 sloganlara \u00f6rnek olarak, Nike\u2019\u0131n, \u201cJust do it-Sadece yap!\u201d ve Nokia\u2019n\u0131n \u201cConnecting People-\u0130nsanlar\u0131 birbirine ba\u011flar\u201d\u0131n\u0131 g\u00f6steriyor. T\u00fcrkiye\u2019de sloganlar ilk olarak 20\u2019inci y\u00fczy\u0131l\u0131n ba\u015flar\u0131nda, Osmanl\u0131 d\u00f6nemindeki gazetelerde yabanc\u0131 markalar\u0131n verdikleri ilanlarda kullan\u0131lmaya ba\u015fland\u0131. Televizyonun yay\u0131na ge\u00e7i\u015fi ve televizyon reklamlar\u0131yla birlikte de ivme kazand\u0131. 1980 \u00f6ncesinde kullan\u0131lan sloganlar rasyonel vaadler i\u00e7eriyordu. Ali Saydam\u2019\u0131n ifadesiyle bu d\u00f6nemdeki sloganlar markan\u0131n derdini uzun uzun anlat\u0131yorlard\u0131. Hover s\u00fcp\u00fcrgeleri i\u00e7in yap\u0131lan, \u201cHo ho hover, s\u00fcp\u00fcr\u00fcr, d\u00f6ver, her yeri temizleyen Hover\u201d slogan\u0131 bu t\u00fcr sloganlara g\u00fczel bir \u00f6rnek. Jill \u00e7oraplar\u0131 i\u00e7in yap\u0131lan, \u201cAt\u0131n, at\u0131n! Eskimi\u015f \u00e7oraplar\u0131n\u0131z\u0131 at\u0131n! Atamazsan\u0131z paspas yap\u0131n\u2026\u201d da 80 \u00f6ncesinin uzun sloganlar\u0131ndan\u2026 T\u00fcketim toplumu d\u00f6neminde sloganlar daha fazla duygusal vaatler ta\u015f\u0131maya ba\u015flad\u0131lar. Goodyear\u2019\u0131n \u201cYuvana ula\u015ft\u0131r\u0131r\u201d, Bosch\u2019un, \u201cG\u00fcveninizi kaybetmektense para kaybetmeyi tercih ederiz\u201d, Ar\u00e7elik\u2019in \u201cHayata\u201d ve \u201cAr\u00e7elik\u2019le sevgiye zaman kal\u0131r\u201d sloganlar\u0131 da bu d\u00f6nemin sloganlar\u0131ndan.<\/p>\n Bug\u00fcn\u00fcn sloganlar\u0131 ise duygusall\u0131\u011f\u0131n yan\u0131 s\u0131ra kafa rahatl\u0131\u011f\u0131na hitap ediyor. \u00c7\u00fcnk\u00fc, art\u0131k \u201cKafa Rahatl\u0131\u011f\u0131 Piyasas\u0131\u201d olarak adland\u0131r\u0131lan bir megatrend var. Bu trendden etkilenen baz\u0131 markalar sloganlar\u0131n\u0131 de\u011fi\u015ftiriyorlar. \u00d6rne\u011fin Philips, bir zamanlar \u201cLets make things beter- Her\u015feyi daha iyi hale getirelim\u201d slogan\u0131n\u0131 kullan\u0131yordu. Ancak, bug\u00fcn art\u0131k bu slogan yerine \u201cSence and Simplicity- Duygu ve Basitlik\u201d slogan\u0131n\u0131 kullan\u0131yor. \u00d6nceki slogana g\u00f6re duygulara ve kafa rahatl\u0131\u011f\u0131na hitap ediyor. Gelecekteki d\u00fc\u015f toplumunda ise sloganlar\u0131n daha \u00e7ok \u00f6yk\u00fcselli\u011fe y\u00f6nelmesi bekleniyor.<\/p>\n Slogan de\u011fi\u015ftirilir mi?<\/strong><\/p>\n Markan\u0131n di\u011fer \u00f6\u011felerinde oldu\u011fu gibi, sloganda da devaml\u0131l\u0131k esas. \u00c7\u00fcnk\u00fc, se\u00e7ilen slogan t\u00fcketiciyle ileti\u015fim kurabilmek i\u00e7in kullan\u0131lan bir ara\u00e7. Bu nedenle sadece de\u011fi\u015fiklik olsun mant\u0131\u011f\u0131yla slogan de\u011fi\u015ftirilmesi markaya zarar verebilir. T\u00fcketiciyle ileti\u015fime tekrar ba\u015ftan ba\u015flamak anlam\u0131na gelebilir. Diye Dan\u0131\u015fmanl\u0131k Y\u00f6netici Orta\u011f\u0131 Murat Yurdda\u015f\u2019a g\u00f6re, slogan yat\u0131r\u0131m yap\u0131lm\u0131\u015f bir varl\u0131k. Slogan\u0131n\u0131 \u00f6nemseyen bir marka da slogan\u0131n\u0131 de\u011fi\u015ftirmez. De\u011fi\u015ftirenlerin \u00e7o\u011fu da bu i\u015fi makyaj mant\u0131\u011f\u0131 ile ele al\u0131yor demektir. Markalar genellikle iki nedenle sloganlar\u0131n\u0131 de\u011fi\u015ftiriyor. Bunlardan ilki Philips \u00f6rne\u011finde oldu\u011fu gibi, markan\u0131n mesaj\u0131n\u0131 de\u011fi\u015ftirmek istedi\u011fi durumlar. Slogan de\u011fi\u015fikli\u011fine gitmede ikinci neden ise yeni pazarlara giri\u015f. \u00c7\u00fcnk\u00fc, bazen markalar farkl\u0131 \u00fclkelerde farkl\u0131 sloganlarla t\u00fcketiciye mesajlar\u0131n\u0131 iletmek ihtiyac\u0131 duyabiliyorlar. Pazarlama Profes\u00f6r\u00fc \u00d6mer Baybars Tek, bunun \u00fclkeler aras\u0131ndaki farkl\u0131l\u0131klardan ileri geldi\u011fini s\u00f6yl\u00fcyor. Tek\u2019e g\u00f6re b\u00f6yle bir de\u011fi\u015fimin en bilinen ve ba\u015far\u0131l\u0131 \u00f6rne\u011fi, Honda markal\u0131 motosikletlerin Amerikan pazar\u0131na giri\u015finde ya\u015fand\u0131. Honda, Amerika\u2019da motosikletleri pazarlamaya karar verdi\u011finde Amerikal\u0131lar aras\u0131nda motosiklet kullananlara y\u00f6nelik \u015f\u00f6yle bir d\u00fc\u015f\u00fcnce vard\u0131:<\/p>\n \u201cDeri ceketli, asi, su\u00e7 i\u015flemeye yatk\u0131n insanlar\u0131n kullanabilece\u011fi bir ara\u00e7.\u201d Honda bunu de\u011fi\u015ftirmek i\u00e7in, sadece Amerika\u2019ya \u00f6zel \u015f\u00f6yle bir slogan geli\u015ftirdi:<\/p>\n \u201cBir Honda\u2019da en zarif insanlara rastlars\u0131n\u0131z\u201d. Bu slogan Amerika pazar\u0131nda motosikletin imaj\u0131n\u0131 de\u011fi\u015ftirdi.<\/p>\n Slogan \u0130leti\u015fim H\u0131zland\u0131r\u0131r<\/strong><\/p>\n Slogan markan\u0131n ak\u0131lda kalmas\u0131n\u0131 sa\u011flar, s\u00f6ylendi\u011finde markay\u0131 \u00e7a\u011fr\u0131\u015ft\u0131r\u0131r. \u00d6z\u00fcnde markan\u0131n bile\u015fenlerini simgeler. Pazarlaman\u0131n temel i\u015flevi s\u0131cak sat\u0131\u015f, bilinirlik, tan\u0131n\u0131rl\u0131k ve \u00f6zde\u015fle\u015fmeyi sa\u011flamak. Bu noktada marka slogan\u0131 ileti\u015fim s\u00fcrecini h\u0131zland\u0131rmada \u00e7ok i\u015fe yarayabilir.<\/p>\n En K\u0131sas\u0131 En Sa\u011fl\u0131kl\u0131s\u0131<\/strong><\/p>\n M\u00fcmk\u00fcn olan en k\u0131sa ve sade ifade slogan i\u00e7in en sa\u011fl\u0131kl\u0131s\u0131. \u201cJust do it\u201d ve \u201cConnecting People\u201d gibi markalar\u0131 \u00e7a\u011fr\u0131\u015ft\u0131ranlar ise en ba\u015far\u0131l\u0131 \u00f6rnekler. Ancak slogan\u0131 olu\u015fturmak yetmez. Gerekli frekansta ve markayla ili\u015fkilendirerek kal\u0131c\u0131 k\u0131lmal\u0131. Slogan\u0131n marka y\u00f6neticileri, ileti\u015fimci ve pazarlamac\u0131lardan olu\u015fan bir ekip taraf\u0131ndan olu\u015fturulmas\u0131 gerekir.<\/p>\n G\u00fcnde 3bin Marka Mesaj\u0131 Al\u0131yoruz<\/strong><\/p>\n Bilgi toplumuna ge\u00e7i\u015fin en belirgin \u00f6zelliklerinden biri ileti\u015fim kanallar\u0131n\u0131n artmas\u0131. Tek kanall\u0131 televizyonda hedef kitleye hitap etmek kolayd\u0131. Belli tekrarlarla alg\u0131latma \u015fans\u0131 vard\u0131. Ama \u015fimdi ileti\u015fim kanallar\u0131n\u0131n ve markalar\u0131n artmas\u0131yla alg\u0131latma zorla\u015ft\u0131. Bug\u00fcn Bat\u0131\u2019da insanlar g\u00fcnde ortalama 5 bin, bizde ise 3 bin marka mesaj\u0131 al\u0131yorlar. Bu say\u0131 \u00e7oklu\u011fu nedeniyle de ileti\u015fimcilerin i\u015fi ge\u00e7en g\u00fcn daha da zorla\u015f\u0131yor.<\/p>\n Sloganlar\u0131n Yeni Pusulas\u0131<\/strong><\/p>\n Ge\u00e7mi\u015ften bug\u00fcne slogana bak\u0131\u015f a\u00e7\u0131s\u0131nda bir de\u011fi\u015fiklik oldu. Bu de\u011fi\u015fiklik, art\u0131k kli\u015fele\u015fmi\u015f a\u015f\u0131r\u0131 taklit sloganlar yerine daha m\u00fc\u015fteri odakl\u0131 anlamlarla y\u00fckl\u00fc ve mesaj kalabal\u0131\u011f\u0131ndan s\u0131yr\u0131labilecek yarat\u0131c\u0131 sloganlar\u0131n \u00fcretilmesi \u015feklinde oldu. Sloganlar\u0131n yeni pusulas\u0131, m\u00fc\u015fteriler ile kal\u0131c\u0131 ili\u015fkiler kurmak ve ger\u00e7ek de\u011fer kazand\u0131ran ileti\u015fim vaatleri ta\u015f\u0131mak.<\/p>\n En Be\u011fendiklerim<\/strong><\/p>\n Benim en be\u011fendi\u011fim reklam sloganlar\u0131ndan ilk \u00fc\u00e7\u00fc Honda\u2019n\u0131n \u201cM\u00fc\u015fterilerimizin memnun olmalar\u0131n\u0131n bir nedeni bizim memnun olmamazd\u0131r\u201d, \u201cTide deterjan\u0131 i\u00e7in, \u201cTide is in dirt is out- Tide i\u00e7eri, lekeler d\u0131\u015far\u0131\u201d ve Allstate sigorta i\u00e7in, \u201cAllstate ile emin ellerdesiniz\u201d sloganlar\u0131.<\/p>\n D\u00fczene Kar\u015f\u0131 \u015eark\u0131lar Slogan Oldu<\/strong><\/p>\n Ayr\u0131ca 1960 ve 1970\u2019li y\u0131llarda d\u00fczene kar\u015f\u0131 gelen \u015fark\u0131lar\u0131n 1990\u2019larda slogan olarak kullan\u0131ld\u0131\u011f\u0131 \u00f6rnekler de g\u00fczel. \u00d6rne\u011fin, Nash and Young\u2019un \u201cTeach Your Children\u201d\u0131 \u00fcnl\u00fc i\u00e7 \u00e7ama\u015f\u0131r\u0131 \u00fcreticisi Fruit of The Loom, Beatles\u2019\u0131n \u201cRevolution\u201du Nike ve Ford \u015firketi, Rolling Stones\u2019un \u201cI cant get no satisfaction- Tatmin olam\u0131yorum\u201d \u015fark\u0131s\u0131 ise \u00e7ikolata markas\u0131 Snickers taraf\u0131ndan kullan\u0131ld\u0131. Bu sloganlar\u0131 be\u011fenmemin nedeni ise keyif ve de\u011fer y\u00fckl\u00fc olup, mesaj\u0131 k\u0131sa ve \u00f6z olarak yans\u0131tmalar\u0131.<\/p>\n Genel olarak kulland\u0131\u011f\u0131m\u0131z sloganlar markan\u0131n temel vizyonunu yans\u0131tan basit \u00f6nermeler. Bu sloganlarla her seferinde Ar\u00e7elik\u2019in temel yakla\u015f\u0131m\u0131n\u0131 vurguluyoruz. K\u0131saca zamansal boyutu ile ele al\u0131rsak; 1990\u2019lar\u0131n ilk yar\u0131s\u0131nda bug\u00fcne kadar Ar\u00e7elik\u2019in haf\u0131zalarda en fazla yer etmi\u015f slogan\u0131 k\u00fc\u00e7\u00fck ev aletleri lansman\u0131nda kullan\u0131lan \u201cAnnem bana kal\u0131r\u201d. Kullan\u0131ld\u0131\u011f\u0131 d\u00f6nemde rasyonel faydadan \u00e7ok, t\u00fcketici ile marka aras\u0131nda duygusal bir ba\u011f kurmay\u0131 hedeflenmi\u015fti. Bu slogan yeterli miktarda reklam ile desteklenince de amac\u0131na ula\u015ft\u0131.<\/p>\n Ne Zaman Slogan De\u011fi\u015ftirilir?<\/strong><\/p>\n 1990\u2019lar\u0131n ikinci yar\u0131s\u0131nda kalite sistemlerinin pop\u00fclaritesinin artmas\u0131na paralel olarak \u201cYa\u015fam kalitesi i\u00e7in \u00e7al\u0131\u015f\u0131r\u201d slogan\u0131 kullan\u0131ld\u0131. 1998-2002 aras\u0131nda art\u0131k Ar\u00e7elik herhangi bir slogan i\u00e7in fazla geni\u015f bir boyuta gelmi\u015fti. K\u0131saca hayat\u0131n her an\u0131na dair anlam\u0131na gelen \u2019Hayata\u2019 slogan\u0131 benimsendi. 2002 sonu logo de\u011fi\u015fimi ile birlikte Ar\u00e7elik kendi i\u00e7indeki yenilik\u00e7i ruhu logosuna ta\u015f\u0131d\u0131.Yenilik sadece logo de\u011fil, asl\u0131nda kurumsal bir felsefeyi ifade ediyordu. \u201cAr\u00e7elik demek yenilik demek\u201d slogan\u0131 ile bu felsefe reklama ta\u015f\u0131nd\u0131. S\u00fcrekli yeni \u00fcr\u00fcn ve hizmetler sunarak t\u00fcketicilerin hayat\u0131n\u0131 kolayla\u015ft\u0131ran bir \u015firket olarak son slogan\u0131m\u0131z da, t\u00fcketiciler taraf\u0131ndan benimsendi.<\/p>\n \u0130ngiltere\u2019de The Art and Science of the Advertising Slogan- Reklam Slogan Sanat\u0131 ve Bilimi adl\u0131 site, aralar\u0131nda uluslararas\u0131 network reklam ajanslar\u0131n\u0131n da bulundu\u011fu \u00e7ok say\u0131da kuruma slogan hizmeti veriyor. Sitenin sahibi ve ayn\u0131 zamanda pek \u00e7ok reklam kitab\u0131n\u0131n yazar\u0131 Timothy Foster, bir reklam slogan\u0131n\u0131n nas\u0131l olmas\u0131 gerekti\u011fini de form\u00fclle\u015ftirmi\u015f. Bu form\u00fcle g\u00f6re, bir slogan\u0131n ba\u015far\u0131l\u0131 olabilmesi i\u00e7in, duruma g\u00f6re 10 kritere uymas\u0131 gerekiyor.<\/p>\n Orijinal Olmal\u0131<\/strong><\/p>\n Marka slogan\u0131n\u0131n en b\u00fcy\u00fck g\u00fcc\u00fc orijinal olmas\u0131d\u0131r. Luna y\u0131llar \u00f6nce Sana ile giri\u015fti\u011fi rekabette, \u201cYoksa siz hala annenizin margarinini mi kullan\u0131yorsunuz\u201d \u015feklinde orijinal bir slogan geli\u015ftirmi\u015fti.<\/p>\n Basit Olmal\u0131<\/strong><\/p>\n Basit sloganlar, olu\u015fturulmas\u0131 en zor sloganlard\u0131r. Burada da \u00fcr\u00fcn\u00fcn tercih edilme nedeni basit\u00e7i vurgulan\u0131r. Y\u0131llar \u00f6ncesinden bir slogan, \u201cBence BMC\u201d basit ve kolayl\u0131kla hat\u0131rlanan bir slogan.<\/p>\n \u0130nan\u0131l\u0131r Olmal\u0131<\/strong><\/p>\n \u0130nand\u0131r\u0131c\u0131l\u0131\u011f\u0131 olmayan bir slogan\u0131n etkisi de olmaz. Deterjan piyasas\u0131nda fiyat rekabetini ba\u015flatan ABC deterjanlar\u0131 burada \u201cFark\u0131 Fiyat\u0131\u201d slogan\u0131n\u0131 kullanm\u0131\u015f ve istedi\u011fi etkiyi yaratm\u0131\u015ft\u0131.<\/p>\n Hat\u0131rlanabilir Olmal\u0131<\/strong><\/p>\n Reklam sloganlar\u0131n hat\u0131rlanabilir olmas\u0131 i\u00e7in kafiyeli kelimelerin birbiri ard\u0131na gelmesi geliyor. \u00d6rnek: Sek S\u00fct i\u00e7in, \u0130\u00e7Sek, B\u00fcy\u00fcSek.<\/p>\n Marka \u0130smini \u00c7a\u011fr\u0131\u015ft\u0131rmal\u0131<\/strong><\/p>\n \u0130deal bir slogan marka ismini ya i\u00e7ermeli ya da marka ismi s\u00f6ylenmeden markay\u0131 \u00e7a\u011fr\u0131\u015ft\u0131rmal\u0131. \u201cA\u00e7 kapa a\u00e7 kapa Artema\u201d, bu anlamda en ba\u015far\u0131l\u0131 marka \u00e7a\u011fr\u0131\u015ft\u0131ran slogan \u00f6rneklerinden.<\/p>\n \u00dcr\u00fcn\u00fcn Ana \u00d6zelli\u011fini \u0130\u00e7ermeli<\/strong><\/p>\n Bu \u00f6zellikte birka\u00e7 c\u00fcmleyle markan\u0131n ve \u00fcr\u00fcn\u00fcn t\u00fcketiciye sa\u011flayaca\u011f\u0131 yarar \u00f6zetleniyor. Tokai \u00e7akmaklar\u0131nda bu kafiyeli bir \u015fekilde ele al\u0131nm\u0131\u015f: \u201cTokai \u00e7akar \u00e7akmaz \u00e7akan \u00e7akmak\u201d<\/p>\n Markay\u0131 Farkl\u0131la\u015ft\u0131rmal\u0131<\/strong><\/p>\n Sloganda temel hedef markay\u0131 farkl\u0131la\u015ft\u0131rmakt\u0131r. Sloganla farkl\u0131la\u015ft\u0131rmada genellikle iddial\u0131 vurgular yap\u0131l\u0131r. \u201cKalebodur, seramik budur\u201d, bu vurguyu net bir \u015fekilde yap\u0131yor.<\/p>\n Olumlu Duygular Yaratmal\u0131<\/strong><\/p>\n Duygusall\u0131k sloganlarda vurgulanarak markan\u0131n sadece t\u00fcketim i\u00e7in olmad\u0131\u011f\u0131, insani y\u00f6nlerinin de bulundu\u011fu ifade ediliyor. \u201cDemirbank iyi g\u00fcnler diler\u201d bir d\u00f6nem bunu b\u00fcy\u00fck bir sadelikle yapm\u0131\u015ft\u0131.<\/p>\n Markan\u0131n Ki\u015fili\u011fini Yans\u0131tmal\u0131<\/strong><\/p>\n Markan\u0131n ki\u015fili\u011fi t\u00fcketiciyle kurdu\u011fu ileti\u015fimde vurgulad\u0131\u011f\u0131 noktalardan olu\u015fur. Bir marka karakter \u00f6zelli\u011fi olarak yenilik\u00e7ili\u011fi benimsemi\u015fse sloganda bu vurgulanmal\u0131d\u0131r. Ar\u00e7elik de, \u201cAr\u00e7elik demek yenilik demek\u201dle bunu yap\u0131yor.<\/p>\n Rekabet\u00e7i Olmal\u0131<\/strong><\/p>\n Markalar sloganlar\u0131yla kendilerini \u00f6yle bir ortaya koymal\u0131lar ki, rakiplere bu slogan \u00fczerine s\u00f6ylenecek bir s\u00f6z b\u0131rakmamal\u0131lar. Efes Pilsen bunu y\u0131llard\u0131r yap\u0131yor: \u201cBira bu kapa\u011f\u0131n alt\u0131ndad\u0131r”.<\/p>\n","protected":false},"excerpt":{"rendered":" Sloganlar T\u00fcrkiye\u2019de \u015fimdiye kadar \u00e7ok ciddi bir ara\u015ft\u0131rmaya konu olmad\u0131lar. Ancak, onlar markalar\u0131n iddialar\u0131n\u0131 ve felsefelerini ortaya koyan en \u00f6nemli ileti\u015fim ara\u00e7lar\u0131. Hatta bir sloganla markay\u0131 \u00f6l\u00fcms\u00fcz k\u0131lmak bile m\u00fcmk\u00fcn. \u00d6rne\u011fin, bug\u00fcn Jill \u00e7oraplar\u0131n\u0131 hat\u0131rlatan, \u00fcr\u00fcn\u00fcn piyasadaki g\u00fcc\u00fc de\u011fil, \u201cAt\u0131n at\u0131n, eski \u00e7oraplar\u0131n\u0131z\u0131 at\u0131n\u2026\u201d slogan\u0131 oldu. Bu marka yaln\u0131z de\u011fil. Benzer \u00e7ok say\u0131da \u015firket ve… <\/i><\/p>\n","protected":false},"author":1,"featured_media":339,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grafik-tasarim"],"yoast_head":"\nSlogan basit ve keyif verici olmal\u0131<\/h2>\n
\nRasyoneldi duygusal oldu<\/p>\n
\nAncak, slogan de\u011fi\u015fiminin gerekti\u011fi durumlar da var. Marka uzmanlar\u0131 slogan de\u011fi\u015fiminin marka kimli\u011fi s\u0131k s\u0131k de\u011fi\u015fikli\u011fe u\u011framad\u0131\u011f\u0131 s\u00fcrece, t\u00fcketici zihninde marka ad\u0131na bir tazelenme ve yenilik hissi yaratabilece\u011fini s\u00f6yl\u00fcyor. Hatta ba\u015far\u0131l\u0131 de\u011fi\u015fimlerin marka kimli\u011fini per\u00e7inleme anlam\u0131nda destek verece\u011fini ifade ediyorlar.<\/p>\nEN BA\u015eARILI SLOGAN MARKAYI \u00c7A\u011eRI\u015eTIRANDIR<\/h3>\n
YEN\u0130 SLOGANLAR M\u00dc\u015eTER\u0130 ODAKLI<\/h3>\n
SLOGANLARIMIZ FELSEFEM\u0130Z\u0130 YANSITIYOR V\u0130ZYONUMUZU YANSITIYOR<\/h3>\n
BA\u015eARILI SLOGANIN FORM\u00dcL\u00dc<\/h3>\n