The Ultimate Guide To Creating A Brand

 The world’s leading trademark professionals al & laura riesin the approaches to the process of creating the brand as follows: 

1. Propagation of

the power of a brand is inversely proportional to the rate of spread. If you put your brand name everything that lose their power. Expanding the brand to achieve additional sales in the short term, leading to the concept of branding in a reverse operation. If you want to create a strong brand in the minds of consumers that you’ll not have to refine and expand your brand you use for your business. 

2. The contraction rule 

Narrow target a brand becomes stronger. If you’ll be thoroughly considers a powerful Category. If you want to dominate a category, if you must kucultmel your brand to your target. 

3. Promotion rule 

the birth of a brand publicity are provided. It’s not advertising. Mcdonalds and Coca-Cola, such as a high-flying advertising budgets you may have installed to protect brands, but in general, will not lead to the birth of a new brand of advertising. Others will be much more effective to say to you what they say about your brand. 

4. Advertising rule 

Once the brand’s advertising needs so that you can live a healthy after birth. Your advertising budget of a country is like the defense budget. You can’t buy anything with the money that you are taking the ad, they just prevents you from losing out to your competitors, your share Sunday. 

5. Rule the word 

a brand should have a word in the mind of the consumer. Once a trademark is a word my attention with his opponent’s words, it is impossible to force him away from that brand. Volvodan Can you produce a safer car? Probably you can do it. Well, another brand in the Consumer Mind ‘safe’ can’t I have a word? Probably not. 

6. Rule reference 

is an indispensable element for the success of any brand, authenticity is the claim. 

7. Quality Guidelines 

quality is important. But quality alone can create a brand. 

8. Rule category 

leading brand in its category, the attempts to develop the brand, not. 

9. The rule name 

in the long run a brand is a name, nothing else. 

10. Rule expansions 

to undermine a brand, the easiest way is to put everything in your name. 

11. Friendship rule 

In order to create a Category, a brand must invite other brands. Personnel dominant brand with its competitors shouldn’t invite them, should. 

12. The generic rule 

is to give a brand a generic name for one of the quickest ways to fail. 

13. Corporate 

Brands are trademarks. Companies to the company. There is a difference between them. Brand names are always preceded by one of the company names.

How To Choose A Brand Name?

The first company on the market, what is my position, with my competitors what’s the difference, my name, my position does support acisyla of view of the customers questions must be answered. Also to differentiate yourself what makes you more special than your competitors? You must bring it. Coca Colathe taste of life and Nokia’s connecting people some examples of slogans such as. 

Differentiation in the way of the most important marketing channel. A good brand name and a product name should be short and concise. Besides, facts which cannot be mixed with other products, reflecting the process that initiates communication, easy to understand and carry features that appeal to the eye and the ear. When you put a brand, a sense of well should be investigated. For example, on the market for ladies reebok Incubus named shoes and he took them. I saw the reaction of this product. Incubus women in mythology because that was the name of a spirit who has sexual intercourse with sleeping at night, this product by pulling back from the market and Reebok was forced to apologize. 

The company’s brand image a fine line sometimes, so a few small error can go up to end production. Some times, the brand was so successful for the sake of efforts, the company is starting to be known with the brand name. Initially, the consumer were positive while nothing to do with the brand, over time and even trumps the power of the brand product series authority to change the name of the company other causes. Therefore, the positioning and brand is more important than it was the name of the institution. 

The tradition of carrying the name of the founding partners, is in the past. Change the name when you are outgoing and restructured companies under the spotlight, a lot of them long and hard to pronounce names are the victims of that is remarkable. Companies, especially when abroad is changing. 

for the reason that should be considered when selecting the name Global. The name should be short and concise. Carry the message desired to be given to people in the pronunciation whilst it should be easy. 

Another important issue is the erosion of the name, in other words, shake the image of the company name used in many products. Brand experts, the new product will be released for the company’s sub-brands proposing to apply, he says: give more than one product line or business, one of the products in your brand when you have a problem, it’s not just happening on your firm and product line that injured. 

a large number of the company Turkeyis unable to use its brand abroad. Create the brand is forced to export to foreign markets. Ole cotton brand abroad, adopen wintechI, Pearl balancehe’s using I. While holding the Hawks with a different brand she prefers to be in almost every country there. 

is not the companies that adopt it as a strategy. However, mostly abroad, or either pronunciation Turkish brands cannot be registered. In general, turkeybrand names for the foreign market they can be considered also are being developed. 

, for example, could not be pronounced abroad arçelik, Beko brand for a meaning and slang was created. English cottonmeans cotton. Abroad, cotton is not possible the registration of such a word as. 

it has already been confirmed abroad, all brand ideas. Turkeyalso, the situation is not very different now. The Turkish patent Institute are registered trademarks of 40 thousand a year, on average. Considering that about 80 thousand words in the dictionary, all the basic words in a few years, it’s over. For this reason, new brands, made in the form of the derivation is more specific.

Brand value 

Sales and projections of costs is estimated to be spread over a five year period, operating profit is subtracted from the tax will be deducted. Then the five-year period, the principal is reduced for use (i.e., subtracted from the cost of tangible assets). As a result of this left, earnings attributable to intangible assets remains. It is calculated that the rate of how much earnings can be attributed to the brand. Brand to reduce the risk analysis is done and the resulting discount rate is applied to the net present value of the five-year earnings. Measurements the values of the brand companies as a consultant, some companies amounts. This is not financial or for marketing reasons they do it. Among the reasons financial, tax planning, investor relations, acquisitions and disposals, including reasons including marketing, performance monitoring, strategy development, planning and resource allocation, we can count the number of. 

10 rules for branding…

When building a brand, you first have a job to do (goods / services) that could do the job qualifications and capacity appropriate to the target audience, visionary team bosses and upper management needs of. 

Today want, no matter the cost, whether services; all companies, institutions and organizations known for their brands. The famous, well-known brands also known as what makes their first names, then the emblem / logo. 

..logo and. 

a brand logo is designed with the only sign of, is sembollestirilm. 
the logo is again written as the name of a brand, is designed. 
For almost 100 years, covers an important place in our daily lives, emblems and logos, names branding. So, just “name”, “brand” does not mean . 

that there are many firms; older advertisements, carry out promotional activities. 

, hence the names is known to everyone, but for some reason they can’t be the brand. 

logo for an individual if the person is equivalent to the signature of a viable brand. If you do not change the signatures of how individuals, brands also very stylish to go to the logo change is not a very healthy development, . 

especially the old logo: 
• professional,if not, 
• ex-sided if it seems that 
the• company/brand, if properly reflect the values, or 
• if it is difficult to use, change the logo on the agenda should come.

“be the brand” what is meant by? 

“be the brand”; Business Administration (Management, Organization, System), production (goods / services), marketing, sales, distribution, service, and promotion (advertising, Visual Identity, Public Relations, Trade successful organization as a whole (fully) efficient means.So a company or in which the goods / the service name be widely known, be heard, it is not enough to be a very famous brand.So “brand” means commercial success means, “efficiency” means. In this regard the quality (Total Quality!). 

The brand is created how? 

There’s a difference between creating creating a brand name. 

brand companies Usually created when you thought it was just the famous names we are able to create. 

to eliminate the risk that branding is very important criteria 

1. Appropriate senior management team, its 

business primarily in the brain, he starts on the payroll of. 

a job to do so first (to be produced goods / services) that could do the job qualifications and capacity appropriate to the target audience, a visionary boss needs. A top management team is good, then… 

The success of a brand that will be created to do the job, the boss at the head of the company and senior executives is closely related to their vision. And, for example, “group” work for the target audience in order to make a “group” at the top of the management group must be in the target audience. This group is suitable for the target audience this without the actual conditions, is not able to create a brand for. 

2. A group of good employees, effective communication 

good communication between the people who work, build team spirit, “we” sense (sense) must create. 
Of the best brands, it should be noted that only can be created with highly-motivated employees (staff happiness / internal customer, career planning, performance appraisal, reward, etc.). 

3. It is a good product! 

The brand stands for quality. 

to create a brand that is asked, first, you must have a quality product.. 

Acclaimed by the target audience, advertising and promotional efforts requested… 

4. Name 

The work done, regardless of if it is to build a brand, not necessarily well thought out and the product / service, as well as the character fits, pleasing to the ears of the targeted audience, finding a name that is synonymous with the product is also essential. This also is the work of the advertising agency. 

5. The brand’s positioning, 

target audience analysis can be done according to many different criteria; 
* demographic factors 
* sociological factors 
* psychological factors, 
personal factors 

the combination of these factors is received, the purchasing power of the target group and are mainly kept in the forefront of approximately emerges from the definition of an audience; a, b, c, d, e..such as. 

manufactured goods or service of one of all these groups, primarily targeting is essential. 

that it should not be forgotten in no way, no goods / services for everyone; from each group to the target audience, can not be sold! 

6-good publicity (Visual Identity, Public Relations and advertising) and “Big Idea”


brand, quality as much as it is, in terms of communication, “a brand, an effective publicity!”… 

“So when looking at the success criteria in brand creation and management, a number that is best for the job, is seen to be done in the most effective manner. The most important of these are; visual identity, advertising and PR,la (PR) related studies are. 

one of the most important elements that visual identity makes a name brandtir. 

identity is the biggest risk to the success of these studies, mainly in line with the tastes and the delight of the top management team of the firm was done, that is. Such a start to failure is the first step! 

About advertising the same thing applies. First, skillfully conceived, the company or the product, you should have created specific to the brand idea (concept) and, without changing it at least three or four years (developed) need to be processed (Ad-ID)… 

and this idea all advertising and pr work should be used in this “concept” is necessarily a “promotion ID” build, should create a. 

7 – Marketing / Sales 

how good product / service, no matter how an effective presentation is organized, well thought out, well organized for marketing, sales, strategy, I still don’t have the technique or the chance of success means. 

This necessarily should be ignored. 

8 – Service / distribution

marketing / sales strategy and technique in accordance with the distribution/dervish organization must be planned in detail from the beginning. This cannot be reached again, if failure is inevitable. 

9 – Evaluation 

is done no matter what, everything should be considered. What does the customer say? What is the employee offering? Friends, even your opponents what it says; everything should be given to the ear, and should rest. Investigated, should be measured, it must be perfect; when they look to the future to look back once in a while it should not be forgotten. 

10 – Development / R & D 

Increase reputation with quality continuous improvement and quality… (image), sales, profit will increase..therefore. 

make you aware of the consumer 

The consumer to be able to buy a product the first product must be aware of. Likewise, if you are not aware of what the consumer brand preference brand nor the seriousness of the purchase intention. The investment in brand value primarily aims to create brand awareness. The most effective communication tool in creating brand awareness advertising. The general functions of the ad; attract attention, arouse interest, arouse desire, and this desire is to convert the purchasing function. In this respect, advertising, need both visual, auditory ( slogans, music, etc.) can be a projection brand in the Consumer Mind by appealing to the senses. It should be emphasized here that good analysis of the target audience and the creation of the contents of a message accordingly.

Brand image 

Brand image, brand-related beliefs it is the totality of the product, the personality of associations in the mind and includes elements such as the emotions that occur. The brand, the product, describing, representing more than a name but it is a concept which has meaning. Brand image, brand meaning and value is the sum of the elements. Consumers evaluate products and brands they buy, and not according to the image they create the image of the product. Therefore, brand image, brand associations in the memory of perceptions about a brand as reflected by keeping it consists in the mind of the consumer. The structural characteristics of brand image are as follows: 

– brand image, a concept for the brand in the mind of consumer. 
– brand image, and subjective interpretation based on reason is a phenomenon of perceptual or emotional consumer. 
– brand the image of the product, technical, functional, or is not associated with a physical attribute. It is being created by marketing activities planned in accordance with consumer characteristics. 
– when it comes to brand image, the truth itself, but rather the perception is important.

Image development 

Among the many factors that influence the dominant factors of image development, marketing and promotion work. Product features and benefits is the foundation in creating the overall brand image. However, there are similarities between the competing brands to make such a unique character that it is difficult to find a brand different from others. Hence, to create an image highlighting the functionality or performance of the product is difficult. In this case, Marketing Communications, especially advertising, consumers are a key tool in providing differentiation for. 

Advertising for the product and inform both effective in establishing an emotional connection. From this perspective, it is observed that the two basic function of the ad. The first of these, the properties of the product position in line with consumer preferences, and the second brand is attractive to the target audience, which is to fill them with symbolic attributes. Therefore, brand image, advertising information, benefit from the qualities and conversion. Informative advertising, providing information on the benefits of the brand to the consumer and the consumer’s consumption decision help to solve the contradictions of that advertising. In the AD converter, the consumer brand by using it is intended to be socially transformed think. 

There are three elements that make up the brand image: these are: attributes, benefits, and brand personality. According to the system brand identity (aaker 1996), the brand image is perceived as a brand identity created and shared by consumers. 

Brand personality, brand a “spirit” because the layer is very important. A lot of products that farklilasama categories – like coffee – differentiation through brand personality is the only feature that is used by the consumer. This element of consumers to decide in accordance with brand personality makes it an important factor in creating brand equity. Hence, the differentiation of the brand, emotional take on a personal meaning for the consumer and brand personality features in the creation of effective. 
Brand personality, people’s opinions about what is or what it does, it’s not the brand, it affects how they feel about the brand. Consumers are often brands assigning human personalities.

Brand personality and product relations and 

Advertising can be instantiated directly as indirectly through brand personality can be created. It is transferred to human characteristics to the brand, and the product is removed indirectly by means of the personality. For example, the benefit of the brand is “success” if the brand personality “successful” or “confident” is expressed as. 

It is the consumer who will establish a relationship between brand personality and product. When a connection is established between their personality and this personality, consumer-brand relationship will consist of. The success of the brand personality and the consumer in creating the image of the ad detection and anlamlandirmas the message is associated with. Indeed, if the message is understood to be expressed in a planned way vague or desired brand personality and image will occur. 

when we look at the other components of brand equity, brand loyalty and product quality on the perception of need, it is observed that advertising has an important role.

Brand loyalty 

brand loyalty is the consumer’s conscious or unconscious decision and the consumer product with the right features at the right price and quality of the image is a result of perception that are offered. Creating brand loyalty in the direction of habits in relation to advertising there are three purposes: 

– Breaking Habits: consumers, their buying habits, by changing current is intended to encourage to try new things. Emphasize the difference of the pressure of the product in the ad or product-related promotions are intended for this purpose, the introduction of. 

I create a creature of habit: by encouraging consumers to buy again it is intended to continuity. 

– Habits reinforce existing customers, aims to encourage with regard to the value of purchases by showing continue to buy.

Brand, logo, and logotype 

with the commencement of the trade, a commodity, a product was born from the necessity differs from the others. Over time, some of the products they carry to separate itself from the competition with features, begin to be sought after, to remove them should be easy, has brought the necessity of putting some marks on them.

At that time, the absence of these signs the more literate of the audience, i.e., more symbols in the form of brands has led to the formation. 

Of seller and buyer that nowadays you’ve faced, there has been a need for intermediaries to reach consumers of a product. Communication, transport exist many different versions of the same product in a market such development, accordingly, self-service units with an increase in sales, people are forced to decide before the sale. Most importantly, because many products are sold packaged as the consumer’s taste, touch, a chance to try out has been lost. Old experiences, habits, or choose depending on the effect of advertising began to. 

Therefore, discrimination between the products with the function of the brand, the creator of the brand, icon, is increasing with each passing day, the importance of the original post and sign. 

Brand, a product or service from other products and services that enables the separation of words, names, symbols and signs of the system. It is understood from the description as brand, product, service, company, store, organization etc.) The brand can be classified into. However, there are covering both brands. Uretilis styles, brands; company names (ford, Fiat, Oyak, etc.) personal names (coach, vakko, elvan,etc.) meaningless names (pop, fay, omo,etc.) names in a foreign language (chat noir, blendax, ronson,etc.) well-known words (Roe, feza, tangles, etc.) side acronym or meaningful names (meysu.etc.) We can classify the case.

Features of a good brand 

A) the pronunciation of the brand, it should be easy. Should not be involved with others,. 

(B) any product or the name of your organization in other areas should not be used. May cause confusion.

C) you should not have the names of people. With the same job, a lot of people can be in separate places, perhaps on the same topic that can be used to a brand markings should be considered. You will not be able to avoid this. 

D) should not be one of the Geographical Names. There are many companies who use the name of the same region and product names. In this case, the consumer, the company is negative. For example; ‘ankara’, named soda, pasta factory, advertising agency, Insurance Company, etc. Some brands. 

E) brands, product is dogmasal from the property. Yellow, cylinder, such as the shape and color of your use of the product is incorrect. Unlike a made-up name that has nothing to do with the product in mind that you have a better chance of staying. 

emblem and logotayp 

An abstract of a product or company word (the name of the brand) to become concrete, others, emblem or as a form of logotaypi must be made to distinguish that it is. 

The emblem of the words of Latin origin in English and logotayp icon and the original article . Nowadays, it is mentioned separately as a single word as each concept is used as a logo. Logo, line, and made with a picture of the sign. If Logotayp in writing or in line with text, pictures and signs. Both objective, product or company that carries the original form of the name of the most it is hard to distinguish. Logotayplar emblems and the work area of the respective company, format and should be able to express the personality with the colors.

Logo types 

It consists of movement of the emblems of some formats. These formal changes, differences in interpretation abdullah graphic designer, stonecutter, summarizes. 

A) alan emblems from the letter Forms: 

Typographic logos consists of only one letter, if it must be an unusual form of those letters. The letters in the alphabet that is used for the separation and permanence in mind this feature is bacli. Here the designer in the form of a new letter will look. The most important feature multiple letters to each other structure of the letters in the logo, form and space in terms of unorthodox combination of balanced use and. 

(B) an image format that gives emblems about the company: 

Some formats with carry information about the company emblems. Such uses symbolic motif of the emblem… The textile weaving of the shuttle, as the publisher of the book, The Dove to symbolize peace, the name of the firm also has a special way as if the symbol in the logo designs are made of this medicine. Pelican, three fish, lion, Virgo, like deer.. 

C) the letter about the company and gives the image (letters and pictorial formats used in combination) emblems: forms, letters, Emblem about the company that are combinations of field and image format. Such emblems, while giving you an image about the company’s name with the initials of the company from other companies, it facilitates the separation of mind and staying in percentage increases. D) about the company gives a new image (abstract or concrete) emblems: 

Made in the emblems, letters, usually it creates a mess. Affects the life expectancy of the emblem of the originality of the design. Today, the emblem of Made in a plurality of letters, my rate dropped drastically persistence in mind. Therefore, a new image gives emblems are being sought.’ (abdullah taşcı, ‘a brand and emblems’, graphic arts journal, No. 4, 1985) 

In addition, there are emblems reflecting some social or urban property. These commemoration of the anniversary of an important social event or region of the city reflecting the characteristics of emblems. Item side-by-side to bring the obligation arising from a confusion must avoid. The relationship between the items must be compatible. 

Logotayp types: 

Logotayp, a product, your company or service name, and is sembollestirilm letters using pictorial elements. In addition to the features distinguished as different from the emblem, the name of the company reflects. 

the brand, logo and logotayp 

Distortions which will be done in the letter, the letters get closer to each other, to bring by gluing or excessive opening, creating differences in the letter color and shape of letters, extension, extending up and down, dividing the words, it is possible to make different colors by placing them vertically or horizontally adjacent. 

A) a letter in the character of a variety of known changes (deformations) obtained by logotayplar: 

B) the article abstract or concrete elements obtained by adding logotayplar: the company or product to the essence of line items can be added without disturbing the integrity of symbolic and appropriate to the article and stains can also be provided.

C) logotayplar obtained by creating a new post type: 

the letters in each font there are features in common, for example, the Italic ones are written in italics to the right at a certain angle. Write a letter to steep in this character integrity is disrupted. When creating a new post type, you need to also pay attention to the harmony between the letters.also should be able to read the written word. Originality does not mean misunderstanding. 

A good logo and logotaypi properties: 

(A) should reflect the properties of the product or organization. The structure of a perfume suitable for the construction sector for logotaypi do not set out from a typeface. 

, as every person has a personality, has a personality of organizations. The logo should reflect that. The message at the top must. 

B) must be original. The purpose is to provide edicilik logo and logotaypi already distinguished. Examples cagristirirs copy or a known emblem has no effect if else if, on the contrary it creates a negative image. 

C) there must be integrity in color and shape. In different places (on paper, as a relief, the badge, etc.) It should be noted that it can be used. A feature should not be to lose details when volume is reduced. 

D) Logotayplar, must be readable, originality and pictures should not be used due to fear of creating unnecessary lines. Letter a lot of pieces have to be the sake of readability. 

Colors 

Red : it whets the appetite. So the red in the logo of most of the companies uses food in the world. Red raises blood pressure, increases blood flow.there is a fallacy, the Red Bulls are believed to have attacked. However, bulls are colour blind. They attack themselves rocking it in a dark-colored cloth, not red. 

Yeşilova : a colour that inspires confidence. So, is the dominant colour in the logo of the bank. Are soothing for the bedroom. Yesil breeds creativity. Yesil so large, it is preferable in restaurant kitchens. Yesil hospitals also relaxing because of the feature is used. People in the area were pulled Yesil less stomach upset.

Black : represents power and passion. Black represents mourning and west of us, however, Japanis also the Black is bliss. A black background is used, the pessimism is associated with. Einstein to be concentrated, black curtains, would have preferred a room without sunshine. 

Blue is a symbol of calmness. Blue Arabs believes that hinders the flow of blood, evil eye is so blue. To reduce suicides in the West, they paint the blue feet of the bridge. They were naughty children in schools that are less blue walls. 

dark blue :Cosmic colour is considered to be. Authority symbolizes efficiency. So the blue in the logo uses more than half of the companies in the world. Hilton logo image in people’s minds while turning navy blue he wanted to create a large enterprise. 

Purple : neurotic feelings by exposing people were scared of the subconscious. Favorite of those who commit suicide is the color. 

pink : the color that makes you feel comfortable. Some great shops so customers feel comfortable to the clerk to make a pink uniform dress. Pink is the color of the child at the same time. 

Yellow : a symbol of the transience of attention and attractiveness. In the world so the taxis are yellow, let it be known that my hook and it’s temporary. Customers also uses the yellow things are temporary because car rental companies that you receive, please bring back the want to say. The yellow color because of this property, wants to use the banks money because of temporary, not permanent, want to be. 

White: stability, continuity, symbolizes cleanliness. Politicians, clean, honest like much because they want to give the impression white. 

Brown and accelerates the movement of people. The Faculty of Arts at the University of Kansasfor an experiment at the computer with the help of the color of the walls can be changed. When the fund was used in slow moving white people in the exhibition. Fund it turns brown when they were moving people faster. In the museum they were more ground in less time on the trip. Brown people are stepping up, so fast-food restaurants in the interior of Brown is using. Brown is the color of Earth, so it is not preferable because the people are wearing brown clothing doesn’t stand out in a crowd.

The way to discern the brand: Color

Basically, natural colors black, white and gray to another, there are five colors: red, orange, yellow, and blue Yesil. Dec one of these five basic colors or mixed colors rather than Best is to opt for. But which one? You should keep in mind, all the colors are in the same place yaratilmadig the eye. Located on the Red end of the color spectrum colors behind the retina occurs. Therefore, when you look at the color red, you feel coming on. 

Colors at the Blue end of the color spectrum, focuses in front of the retina. The blue color creates the impression that it is moving away from you. 

Physical reasons for this, red is the color of energy and excitement. Red is the color of your face. Why 45 percent of the country flagswith the dominant color is red? (second prominent blue color. 20 percent of the flagsto eat near dominant color.) 

Of red and blue is the opposite. Blue is a soothing, calming color. Blue is a relaxing color. 

brands in the world, RED is the colour of the sale, and can be used to attract attention. Blue is the color of the institutions of stability, is used to transfer the message. For example, Coca-Cola red, blue IBM. 

It is located in between the other basic colors. Orange, blue, red, close to more than. Green, red to blue, from. 

yellow to a neutral color. However, you can choose your eye located in the middle of the wavelengths at the same time because it was the brightest color. (this is brilliance, are used to draw attention to the yellow lights, yellow stripes, as was the case with yellow markings…) 

over the years, some colors have different properties, has become identical with the movements and situations. 

• white, as can be seen from the fact that wedding dress is the color of purity is the Color. 

• Black, Johnnie Walker Black Labellike the color of luxury. 

• Blue, attached to the winning horse in a horse race, the blue ribbon as the color of leadership. 

• Purple is the color of royalty of the Empire. 

• Yesil, environment and health is the color of greenpeace, and snackwell healthy choice?s?te as. 

when selecting the color for a logo or a brand, they want managers often strive to create the mood, not that they want to create a different ID. Every mood or tone is important, if only the other factors according to the state of feeling on a choice will be made.

Leaders use the right of first choice. Is the best color to be selected as Normal, at most, should be the color that represents the category. Leading tractor brand John Deere. John Deerebrand as the color of the grass, the trees, and that has chosen Green is the color of Agriculture does it surprise you? 

Brazilis a brand name for the company and the color also needed to create a tractor. Maxion because a tractor is an important element was selected as the name for the “power” which conveys the message it seemed like. However, this new tractor was going to use the color which is the brand? 

I had used John Deere Green. In the market, the brand’s second choice was red. It was obvious that the remaining color was, in a way. Maxion brand was a blue tractor and a blue. 

is a good color for a blue tarktor? No, but using different color towards creating a symbolic feature with a brand identity is more important than. 

First car rental, Hertz brand chose the color yellow. Second Avis therefore chose the red brand. National Green continued. national car began to customers who rented Yesil stamps for many years, thus, helped me to see the color name associated with national Yesil.)

Your main opponent is the exact opposite of that lies in a strong logic behind the decision of choosing a color. If you forget this Color rule, you are taking the risk. 

of Coke, reddish-brown and a Coke is a drink for logical color is red. For this reason, Coca-Cola is using the red for over a century. 

Chose the colors of red and blue as the Pepsi Cola brand. It symbolizes easy red, blue, brand Coca-Colahas sought to distinguish from. For years, pepsi, Coca-Colahas struggled against the color of the strategy at a level that is close to ideal. 

a while ago, Pepsi-Cola Light, began to see more colors. Fifty years ago he is doing what he needs to do now. The inverse of the color of his main rival, the brand does the color of. 

Pepsi is wrapped in blue color. Blue painting by a Concorde airliner in the world, going so far as to give a message to the color of blue to. 

make it the opposite. Yellow Kodak, fuji Yesil therefore also! 

How are predominantly red and yellow McDonald’s logois the color that expresses the most si. Well, what is the colour of Burger King? 

Instead of taking a color in contrast with the color of the leader Burger King, burger made the mistake of choosing a color that symbolizes. Bun with mayonnaise, meat, orange-red color combined. A clean logo, but the color selection? 

Budweiser red, then what colour should the Miller? 

Extreme expansion of the brand, as well as millerone of the problems faced in it, is to destroy the identity of the brand colour. New brands using a range of color combinations to separate from each other is. 

Tiffanyblue boxes, consider the color that can’t be mixed. In this chaotic world, a single color standartlastirip for many years in a stable manner by using you can create a strong visual image. Every Christmas time, M and Mfrom macysuses of e every brand and store to celebrate the holidays Yesil and red colors. However, Tiffany & Co, blue draws a lot more attention and eventually insists that under the Christmas tree.

Definitely with the belief that women is a wonderful thing inside tiffanys blue bags as soon as I saw, they hug their husbands. 

Every single color, the best color strategy for a brand is almost always also, sometimes you may need to use more than one color. First overnight package delivery company federal Express package he wanted to be eye catching. For this reason, he could find the most effective two colors, orange and purple are combined. 

in a FedEx package when it’s a FedEx package has arrived, everyone can see that. Completely blue in a sea of orange-wing is like a purple. 

color stability in the long term can make sure it gets where it wants to achieve in the minds of a brand. To see this, caterpillar yellowa brown United Parcel Servicese red Coca-Colaand IBM bluee are you getting what I see. Big BlueIBM s made for a great color can do for your brand. 

to create a brand challenges…

Turkey is a developing country. Harkes from employers to workers, according to him, in good faith, do a lot of good, accomplish, earn good money, wants to investors spends large sums of money to a remarkable extent, but do not spend most of the time you get a kind of. 

In addition to the foreign brands that enters our country in the last 15-20 years, the numbers of domestic companies… some of them are extremely strong brand created a very remarkable number of our brands, but some of them are pretty weak if we look at the reasons why she’s actually very simple; knowledge, expertise, commissioning enter… 

Many of the brands created the best insights and predictions were created with even the imitations, some of them are developed based on coincidences and luck, and it was successful, it has survived until today because it was supposed to be that way… maybe facilities and amenities to the people of the world demanded it.

When we look today, the situation is slightly different; 

in particular,* knowledge transfer are being made much more quickly, 
the world is changing very rapidly, 
* the value of this change can be transferred to the countries very quickly, 
* People of innovation, is more open to information; innovations more quickly accepted, 
* Adoption of innovations, the process is much shorter, 
the firm pays attention to more professionalism in the selection of the administrator, 
* Administrators now they are an expert in addition to that, “motivation”from “customer memnunuyeti”what, research, media planning, graphic artsa; psychologyup to many things, they know they have to know more about. 
* intuition and a dream of creating big brands anymore by chance know anyone that is,if 
* Nobody anymore “because of bad goods advertised are not the ad-free brand has been created now that everyone knows has been reached large audiences.

Yes, all this we know, but when we look at the present day, knowledge, technology, expertise is still much more advanced than the number of firms that benefit from not at the levels. 

That; 
* read consumed from the number of books and newspapers, 
* the number of persons who participate in seminars, 
* “that man is not a man of” business logic are hired, trained on different topics (or even seen!) Placed where people were, in fact, requiring great expertise seats, 
* knowledge, expertise given the lack of much value, 
* “I know everything” mentality from 
* wasted a part from advertisements, 
* pr work incorrectly, 
* irrelevant topics to the floor and sponsorships from 
* observed that large sums of money are wasted, even that cannot be created large, small brands that are encountered 
, it is obvious. 

why is this? 

The results of this table, what is happening around us from the media, and a variety of ways of watching, we follow; 
* our economy is experiencing major problems. 
* unemployment is one of the biggest poblem. 
* training in universities, the information given is mostly lags behind the market. For this reason, our business is still largely the work are trained by the school. These people, basic education, non-issues from the work they do, they must subsequently be trained. This is a waste of time and money for companies. 
above* the market kosusl other countries, including why and when they come together with their workplaces in the study period has been reduced to 6 months on average. 
* market experts, non-experts is filled with. 
, and the result is inefficiency and returning kabii sum of all firms. 

What should be done? 

Known by everyone in every issue of our world “slat”Si is rising day by day. 

That Slat; 
* managers in their understanding of the new management, 
* business, system, Organization, 
* new marketing and sales techniques 
* Service and deploymentin the details, 
* “target audience”yi 
* behavioral sciences,ni, 
* the level of knowledge and technology in the production of goods and services, 
human resources* ni 
* communication and promotion, click, advertising, public relationsi 
covers.

In order to make all this work in an environment of intense competition is no longer just based on long years of business experience, based on relationships between friends and acquaintances are not enough trained managers on different topics that was delivered to the human resources policies that, in fact, too much of these issues cannot be carried out as necessary professionalism of the company / brand from the achievements it prevents prevents. 

These are the companies that remain unsolved in the post above, at least the core of the main issues management to be successful without their staff, build strong brands, depending on luck and coincidences can be sardece as it used to. So when we look at the results, to create a strong brand, the first requires the creation of a company with a bathtub.

The brand should be placed on the right targets for

exports as the driving force of the economy after the adoption went forward while the branding process, branding specialists, Turkeysignificant progress is to offer a better way to be saved than their values of s, say. The introduction of the first targets for Turkey reasonable and correct about branding and the emergence of the strongest brands in the country is required.

• To create the brand until now was not required. Turkeyalso if we look at the development of the industry in the first place, he could sell whatever the manufacturer wants. Increased competition and in need of promotion in the next period began. However, this brand is different. In the era of liberalisation and subsequent export growth that we looked the added value of our products is very low.

• On average, the owners of the company profit as long as forcing himself to investigate alternative ways.

•Interbrand his company “the worlds greatest brands” survey, sorted according to the brand of 365 90%I from G7 countries. These countries, especially image-based lead in consumer products. This is also the reason why these countries can be explained by the dominance of popular culture and its contribution to the world.

• The essence of a brand – a stylish package, a good job, an attractive ad, except the things that are unseen, core, password, user manual brand and these technicians and related topics. The essence of the brand must be placed in a clear manner. The brand may be a lot of changes in the external environment, but always retain the essence of successful brands. The unseen elements of these brands.

• Brand personality is very important. Products that do not matter very common in a world no longer in production, it’s getting them made for the purpose.

• Brand all over the world, experts, consultants offer one of the most difficult problems faced by the many products under the same name. Financial concerns here comes to the fore. When you extend it too far, but the essence of the brand is starting to unravel. You need to balance these two and for this specialty.

• Being the first to adopt a category is very important. However, after the first, you need to make things right or just is not a guarantee of success due to be the first. Brands of the league of the first and Second World. Because of this in mind we are under a very dense bombardment and the dialog remains however.

A strong brand is the source of profit 

• strong brand means the ability to sell for a similar merchandise, so be making a profit than competitors.

• Turkeyis not a factor in the disorder of the image as a brand.

• Creating a brand is not the most important factor about the size of the budget.

• Brand is a promise, you need to define it. (trust Dr. Metin / mehmet ak)

• what is vision?

Today, the competitive environment, human resources management and challenges of a rapid change due to the demands of social structures and organizations to solve the problem there are numerous problems that has. 

each one of the solution of these problems is linked with the others in some way, it can be seen that immediately. Most of these problems and challenging destination and unity of purpose within the company to provide the fundamental thing is to create loyalty and. 

Organizations; 
· incompatibilities between people and units 
· a waste of resources, 
· sections that do not support each other 
· daily workload because of a sense of monotony and mediocrity 
cause problems such as is available ? Hence, different activities in the organization, functions, and projects what is the one thing to make it compatible ? Like pieces of a mosaic of people with different competencies and tasks that will run in holistic harmony on a single target to lock which will create synergies thing is what ? 
A single word answer to all these questions is one; vision. 
Vision, conceptual means visible or desired to be seen as a picture or landscape. (Latin visio, visual means) 
any institution is separated into two with vision; the vision of the future vision and today’s 
today’s vision shows us where we are, and will begin to change which point is the starting point pointing that by moving from. 
a vision of the future, shows us the goal we want to reach. The arrival point is. 
well-defined vision and a shared vision of the future if it attracts like a magnet to the employees of the institution. It is disturbing for me to stay away from him.

2. What is the effect of vision? 

The future needs of the market and the people that is created on the basis of a vision of the future, today in our journey towards tomorrow is to plot a course for our current strategies. 
for the management of the vision of the business is a reference point for a rational base to rebuild. 
For what employees do they work? Enter or write a new offer employees the accounting records for the narrow terms as defined in excitement creates very little to do. Although they do not express it in social and virtuous people of the organization they work to serve a purpose they want. Respected and valuable to the community the organization should fulfill a purpose. This definition, work performed, and both of their society makes it more important in the face of important.

3. The content of the vision of what could be ? 

The present vision as the content of the institution of the institution itself, see the field or the job in which it resides covers how. 

Effective departs from the vision of a future human need. A company structured to meet customer needs in the future is going to be primarily human needs and what will be in the future we as a company, how can we afford it ? Ask. 

Expected changes in the future that will arise as a result of the interactions and the desired point to be reached must be defined. However, this point should not be common at present thought to be a fixed point of the angle. To develop a vision of the future of the events and the process of change in an interaction must see. 

Apollo 7astronauts when they broke from the earth to the moon, the spacecraft to the moon in the orientation they are. Speed by calculating the time and, when they reach the point where the month will be located on the way to the. 

Future a vision to have to be responsive to being effective prior it can be the difference between being. Just reacts to a company without a vision of the future developments. Vizyonsuzluk, the organization pushes you to be passive. 

therefore, future vision, future chosen to act in advance.

4.Share the vision, 

the vision of understanding or not to be shared, his absence is a condition that is equivalent to. 

Peter Senge, people didn’t run for the goals of others, just that they believe they will work for the goals or goals they want to achieve in the future, he says. To develop a shared vision for this which explains the need for and participation in the realization of. 

this approach has two benefits; 
the first benefit is that people think about their work in this business and to enter into dialogue together to ensure that second, emerging joined the staff since the development of the vision, the vision behind the idea is that employees will be better understood and easier.

5. Effective vision 

An effective vision, there must be a vision that moves people in the direction of the target. Hence, all saying their vision statement rather than a bill, should encourage you to take action. The values of the company they work is supposed to make people feel deeply, and how the company will be effective as of the recipe that you should do. 

6. Vision and success 

of a company cannot be successful without the vision and goals. To compare whether he is successful because it has no references. Management, the search has succeeded or failed, what it does not.

7. The importance of vision 

The person who set up a company / people is very important and the vision of the work to be done, the organization that will be created and the markala / s is present as one of the biggest and most important factors about this. 

US personal image scorecard our notes so that we are as individuals and the work we do is in the category of the target audience, and related closely to each other. So, a businessman or senior administrators group on the target group the target groups they are included in to make it work for organisations to establish the company / brand to produce extremely difficult, almost impossible.

Sometimes this is possible because the investor remains the only investor, top for the groups to be produced goods / services and brands that group, that group can appeal to people who have a vision of top management teams, “steering”of delivery. So, the investor will “ship”you are not the owner of the “captain”of the top groups in the league, including professional managers provide.

Our vision questions for today

1. Who are our clients? 
2. How we work with our customers ? 
3. How we work with our suppliers ? 
4. We are building a relationship with the board of directors and how do we work ? 
5. Have a relationship with the employee ? 
6. Distribution channels through which we reach our customers ? 
7. What is the value we produce for them ? 
8. Who are our competitors ? 
9. What is our source of competitive advantage ? 
10. How we are perceived in the market ? 
11. What are our capabilities and what makes us today our strong areas and indispensable single ?
12. What are our values ? 
13. What is the real work that makes us money ? 
14. The workplace for our employees, how a place of work ? 
15. People how they treat each other ? 
16. Today our under warranty, what is it holding ? 
17. For the future, What do we do ? 
18. Have a relationship with people in the industry we are in ? 
19. What is its role in our organization in the community ? 
20. What is our contribution to the world around us ?

Our vision for the future questions

1. Our customers who will be in the future? 
2. How we will work with our customers ? 
3. How we will work with our suppliers ? 
4. We will establish the relationship with the board of directors, and how will this work ? 
5. Going to have a relationship with the employee ? 
6. Which do we reach our customers through distribution channels ? 
7. We will produce and how we produce what will be the value that value for them ? 
8. Who will be our competitors ? 
9. What will be our source of competitive advantage ? 
10. How are we to be perceived in the market ? 
11. What makes us today and our capabilities and our strong areas, what will be your indispensable single ? 
12. What about our values ? 
13. The main thing is what it will save us money ? 
14. The workplace will be a workplace for our employees ? 
15. What will people do to each other ? 
16. Future under warranty, what is it holding ? 
17. We’ll be doing for the future ? 
18. What will be the role of our organization in the community ? 
19. What will be our contribution to the world around us ? 
20. We are going to have a relationship with people in the industry?

The vision 

now, or a description of the future. This is where the company wants to reach within a larger picture. The result is that you want to buy. 

Mission 

Vision how this will be achieved is a mandate for. 

Purposes 

To achieve the vision they set a mission (mission) will be achieved during the execution of Dec or parallel steps. For purposes of these corporate business purposes or the purposes of the project as may be, may be necessary. An organization that are important to vision, mission and objectives to ensure they are compatible with. Vision is the main determining factor hereStop. 

corporate policy 

of the organization and direction of the agreed actions between the time the application draws the two kaliplayan their boundaries are rules that. 

Strategy, 

mission and corporate policies in order to achieve the action plan is to produce results-oriented senior. 

Tactical 

As a result of a plan of action that produces the lower level of the strategy’s. 

Targets 

are measurable the ladder of success. All projects, initiatives, studies can be used to measure. 

core values 

In the background, people in business and the decisions that govern manager. The core values of the business in the minds of the people originally written. Business administration tries to instill in them values and some basic itself. But in most companies jobs, according to the values in people’s heads completely basic walks. If corporate governance, which is written by its core values, in people’s minds if you can combine basic values can be controlled by the management of the business. 

Culture 

The core values are similar. People in business determines what they’ll do. Every business there is a culture in its own right. In addition, departmental culture, there are subcultures such as team culture. Although not all of these cultures it is written, the people determines their behavior and attitude in the face of various events. (sinan polater)

differentiation and positioning

Globalizing the way to stand out from the competition is to create differentiation in the mind of the consumer. You need to create a reason for your customers to choose your product Edme. Farklilastir or die, to survive in a competitive environment, the might of the selected key. Today, the range of the brand is very rich.
To be preferred when there is so much choice in the hands of the consumer –what makes me unique is my brand unique – give a clear response to the question.
The simple human mind shows the correct trend. The human mind is the real field of battle, but capacity is limited.
Does not accept complex ideas, to distinguish wants. Therefore, it is preferable to use all the functions in a device not collected because the products are complicated. We need to communicate a message like this to the human brain in a simple way. The human brain is like a camera, focus on one thing and perceive it that way.

Characteristics and differential car brands:
BMW-driving,
Volvo safety,
style, Jaguar
speed Ferrari
Mercedes engine / power 

The idea of differentiation is a nail, the hammer programs that are used to create the brand. Product introduction it’s not a destination brand building should be considered. Therefore, a solid foundation which have taken place yourself on the market with the big brands, enjoy the freedom of being able to sell whatever they want.

It’s not a symbol of success not only increase product sales, after-sales services, continuity of habits and brand came to the forefront. Again it’s not in identifying brands, change, development, and reliability became important.
Customer loyalty comes first!

For most people, the homeland and the family is sacred. And almost everyone, no matter what his country and his family (albeit at the expense of Death) tells us that he would protect. To the same people make the same loyalty for a product, could you say if you say no if she’s not mentally ill.

It is important to create brand loyalty. The way to gain brand loyalty, satisfaction, two-way and long-term is to be. Sunday, which will bring not share earnings, loyal customer share.

People get old and the companies they work for them years to retirement salaries, bonuses, rewards you with. Why for so many years that when you get older discounted by the same brand used car consumer brand treatments, you are rewarded with a free free car insurance or not.dental health insurance company or toothpaste, electric toothbrush, you are providing a discount for veterinary dog food companies.

Such a system is dependent on the brand creates a portfolio of customers. This long-term profit.
Actually buying a product as a member of a kind of the brand should be considered. The most important feature that makes it different from advertising direct marketing to consumers by subtracting from the crowd as an individual to get to know, and get them to satisfy their requests directly.

For this, the bi-directional exchange of information is essential to ensure. Today, another issue as important as profitability, how can I live? Profitability also, to continue to live the way is through diversity. There is only one rule of being different.

The customer what they want, find it and do it…you can’t make your opponent

Turkeywhen looking at examples, we can see that the companies are actually different.;u are found highest in the export sector companies. A very serious competitive export market. People on the market that they can sell and make a profit if they have different means doing a job.

The thing that completely provides the infrastructure through differentiation of the head structure. To modify the structure of the head should be approached from a perspective through the eyes of the customer and the company. Turns out as a result of this infrastructure needs. This change must be 180 degrees. Outside from inside, not from outside to inside, we need to look. (getting difficult to accept this change and react to it takes)

-let it be no matter how different – approach leads to the loss of customer.

It will be different than the customer wants. Let’s say the customer wants certain points of differentiation that your opponent has done. 10-15 is one issue. Follow up should be done in a manner sistemadik them to the plan must be spilled.

First, differentiation strategy should be created, a plan should be created to implement this strategy in the second stage. To do this, olanu necessary study –process improvement-strategic designated as the stuff.. both of the processes behind the situation analysis is the next step. The new process the new state of your strategy, your life is passing. Firstly, the differentiation strategy is the effort you went and did it. From behind, you are entering into a process improvement efforts. Was that we could not do for years.

First, you will create your differentiation strategy. Then you will make a man of your processes. These processes then you’ll identify new roles for the people who will run correctly. But if you put all three together may be active.the largest problem is the lack of most companies when a human is seen as the source of the problem. The system usually bad, and the total change must be radical.

If you want to be a brand, you will have to give excessive importance to the original design. Both your products and packaging, both in-store design, display and arrangement in original designs that will help differentiate you in your promotional efforts will be. What is called the brand of the product is the soul. If you add your product in the original spirit of your brand. Brands, offering people emotional experiences. It also performs aesthetic with the help. Marketing aesthetics this because kavramlasir. Image, feeling, touch, taste, smell, color, Font, tone of voice, etc. You need to be armed with the elements.

Marketing aesthetics of the product or service the commercial garment. For each segment, by trying to accommodate all tastes, high brand value, it cannot be created. You can be a global brand or something. On the contrary, this approach to the product, the brand start, anlamsizlastirir. Every taste, every budget, every cut for a brand that’s trying to fit into no slaughter, no meaning cannot be a consumer.

Successful brands;

• do not attempt to give direction to consumers without self identity itself

• Consumers with logical, not emotional, he was able to establish a relationship, people are meet the requirements of logical instead of uplifting feelings

• heavily emphasizing everything they do with their identities 

• Cor stunning very interesting, even with those who give them their look in the direction where it is located directly glamour returns to brands.

The brand name is placed on every product that is produced, then loses power. The best brand of sabotage, the path name is to put everything. The promotion of the brand in the best way, is to be first in a new category. The brand in the consumer mind should have a one word response. Awareness brands that want to maintain a healthy way of advertising needs. The most successful companies longer comes from companies that expands the categories and their goals. Nothing in the name of the company the direct use of the branding process does not lead to much confusion. The brand, the packaging placed on the name of he’s just not.

Marketing support for a strong brand is essential.

• The product will be good. (example mao)

• price+performance+packaging/presentation of the goods+the correct name of

the marketing strategy.

• Will lead. (leadership does not share Sunday is always the highest. Innovative leadership is to be developmental.)

• A successful brand to the consumer consistent and explains everything in a clear manner. It also has a topic by focusing on an image or does not create the clutter of the features.

They do not produce, find customers

The most important problem in today’s business world of “the customer is scarcity. In almost every field much of the same product, the manufacturer, the dealer, but there are very few buyers. Opponents alone, not from the current sector, every industry, every place comes from. This buyer-seller relationship, the client shall be the judge.

I can not reproduce the issue, is to consume a customer to find. Opponents are multiplying, competition is increasing. Imitation is increasing. A lot of information, a lot of posts.

The customers doesn’t have time. The new motto is faster, higher quality, cheaper.

Production capacity is not being able to sell. Production capacity which will be taken, not to sell-sales capacity.

Everybody is very high quality, state of the art, super wants to produce products.

Customers think about them but she doesn’t. One step ahead point it places.

Customer doesn’t care a whit for the goods you sell. Your own needs are and how the only thing he’s interested in is karsilayacag them. You are not just looking at the price, in a more general context decides. When the customer is shopping a positive experience that will unleash forget him. It’s not important what you think about your product, your customer is what he thinks. The purpose of a business create a product that customers not to create. The system is a benefit when you are presenting to customers, to profit from it. Everything should be looked at through the eyes of the customer. Brand of being different result, at a higher price or sell at a similar price to gain more customers and keep it close at hand.

What is the importance of the brand for the companies? 

Brand, company dynamics affects many different processes. Can result in profitability. Besides, the company’s customers, suppliers and partners are also concerned with the value of the brand. In fact, each of these stakeholders determines the value of the brand, we can say that the company according to the working conditions. When we look at the foot of employees, a human resources company brand value, we see that there is a better chance of working with high quality.

Apart from this, the brand, from a financial perspective, the company increases the strength of. 
your brand is good if you can show better performance compared to your competitors in the market. With a good brand reputation is directly related to. Companies with high reputation in the market position is strong, and therefore are more successful in lobbying.

The brand values of the company, what is the upgrade path? 

To me, the only brand to create value by focusing on the need to work. Instead, they need to fix their work process to increase the brand value of the company. Here are 3 key enough to pay attention to the process.These profits, growth and risk. Actually all the components of these three areas constitute the main value of the brand. The profitability of a company is high, the brand value is also high.This is actually a two-way relationship. The excess of the loyal customer with high profitability rate, based on the choice of the brand-new, such as there are. Today, considering brand management sub-components of these elements is created. The brand value is high as a result of this the company, which can reflect it in their product prices and profitability continues to increase. If you have a steady company growth strategy, also than that of the brand are positive. The brand which is strong in the company’s existing customers, the company never left we see. In addition, new customer acquisition rates also are increasing in direct proportion to the strength of the brand.

A company that have a low-risk profile, which increases the value of the brand also is another factor. Revenues from the company for this brand risk and growth rate in future periods away from the impact would be positive. As can be seen, ways of increasing the brand value of the company, focus on profitability, and minimize risk is to ensure stable growth.