Düzeltme: LOGO, EMBLEM AND ARCHETYPE: THE POWERFUL TRINITY OF CORPORATE IDENTITY

Yıl 2024, Cilt: 3 Sayı: 1, 27 - 58, 27.06.2024

Mehmet Akif Özdal

Öz

In this research, the importance of logo, colors, typography and archetype usage in the formation of corporate identity has been focused on, descriptive analysis has been adopted as a method within the framework of qualitative research methodology and the data obtained through literature review have been examined. The research is focused on the effects of the preferred techniques on brand image in the use of logos, emblems and archetypes, which are characterized as the powerful trinity of corporate identity.
The findings were evaluated by comparing them with the information in the literature using logical reasoning method, and the values and characteristics represented by each archetype were examined within the framework of how the use of archetypes can contribute to a company's more effective communication with its target audience and strengthen its brand image.
In this context, the research provides insights that the use of archetype-based corporate identity elements can provide a competitive advantage by emphasizing the uniqueness of brands and help establish a deeper relationship with its target audience, providing insights that integrating archetypes correctly has the potential to increase brand loyalty and customer satisfaction for companies.
Therefore, it is thought that with the effective use of archetypes, brands can play an important role in marketing strategies and enable consumers to establish a stronger bond with brands.

Anahtar Kelimeler

Corporate identity, Archetype concept, Brand image, Target audience, Emblem

Düzeltme: LOGO, AMBLEM VE ARKETİP, KURUMSAL KİMLİĞİN GÜÇLÜ ÜÇLÜSÜ

Öz

Bu araştırmada kurumsal kimliğin oluşturulmasında logo, renkler, tipografi ve arketip kullanımının önemine odaklanılmıştır, yöntem olarak nitel araştırma metodolojisi çerçevesinde, betimsel analiz benimsenmiştir ve literatür taraması aracılığıyla elde edilen veriler incelenmiştir. Araştırma, kurumsal kimliğin güçlü üçlüsü olarak nitelendirilen logo, amblem ve arketiplerinin kullanımında tercih edilen tekniklerin marka imajına olan etkileri üzerine yoğunlaşmıştır.
Bulgular, mantıksal akıl yürütme yöntemiyle literatürdeki bilgilerle karşılaştırarak değerlendirilmiş, arketiplerin kullanımının, bir şirketin hedef kitlesiyle daha etkili bir iletişim kurmasına ve marka imajını güçlendirmesine nasıl katkıda bulunabileceğine dair her bir arketipin temsil ettiği değer ve özellik çerçevesinde incelenmiştir.
Bu kapsamda, araştırma, arketip tabanlı kurumsal kimlik unsurlarının kullanımının, markaların benzersizliğini vurgulayarak rekabetçi bir avantaj sağlayabileceğini ve hedef kitlesiyle daha derin bir ilişki kurulmasına yardımcı olabileceğine dair öngörüler sunarak, arketiplerin doğru bir şekilde entegre edilmesinin şirketler için marka sadakati ve müşteri memnuniyetini artırma potansiyeline sahip olduğuna dair öngörüler sunmaktadır.
Dolayısıyla arketiplerin etkili bir şekilde kullanılmasıyla birlikte markaların pazarlama stratejilerinde önemli bir rol oynayabileceği ve tüketicilerin markalarla daha güçlü bir bağ kurmalarına olanak sağlayabileceği düşünülmektedir.

Anahtar Kelimeler

Kurumsal kimlik, Arketip kavramı, Marka imajı, Hedef kitlesi, Amblem

Kaynakça

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