{"id":42674,"date":"2021-05-26T10:31:31","date_gmt":"2021-05-26T08:31:31","guid":{"rendered":"https:\/\/harlander-partner.eu\/marka-hukuku\/markanin-islevleri\/"},"modified":"2025-11-25T10:00:40","modified_gmt":"2025-11-25T09:00:40","slug":"markanin-islevleri","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/tr\/marka-hukuku\/markanin-islevleri\/","title":{"rendered":"Markan\u0131n \u0130\u015flevleri"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Markan\u0131n \u0130\u015flevleri<\/h2><ul><li><a href=\"#h-funktionen-der-marke\" data-level=\"2\">Markan\u0131n \u0130\u015flevleri<\/a><\/li><li><a href=\"#h-herkunftsfunktion-kennzeichnungsfunktion\" data-level=\"2\">K\u00f6ken i\u015flevi, tan\u0131mlama i\u015flevi<\/a><\/li><li><a href=\"#h-qualitatsfunktion-garantiefunktion-vertrauensfunktion\" data-level=\"2\">Kalite i\u015flevi, garanti i\u015flevi, g\u00fcven i\u015flevi<\/a><\/li><li><a href=\"#h-kommunikationsfunktion-und-informationsfunktion\" data-level=\"2\">\u0130leti\u015fim i\u015flevi ve bilgi i\u015flevi<\/a><\/li><li><a href=\"#h-werbefunktion\" data-level=\"2\">Reklam i\u015flevi<\/a><\/li><\/ul><\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-funktionen-der-marke\">Markan\u0131n \u0130\u015flevleri<\/h2>\n\n<p class=\"wp-block-paragraph\">Bir \u015firket i\u00e7in marka, onu di\u011fer \u015firketlerden ay\u0131ran i\u015farettir. Bir marka, rakiplerden farkl\u0131la\u015fmay\u0131 sa\u011flar. Markalar t\u00fcketicilerin pazarda y\u00f6nlerini bulmalar\u0131na yard\u0131mc\u0131 olur. Ancak sadece bu de\u011fil. Bir marka \u00e7ok say\u0131da i\u015flevi bir araya getirir.    <\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"\u00dccretsiz ilk g\u00f6r\u00fc\u015fme\"><span class=\"mr-cta-link-normal\">\u015eimdi istedi\u011finiz tarihi se\u00e7in:<\/span><span class=\"mr-cta-link-bold\">\u00dccretsiz ilk g\u00f6r\u00fc\u015fme<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-herkunftsfunktion-kennzeichnungsfunktion\">K\u00f6ken i\u015flevi, tan\u0131mlama i\u015flevi<\/h2>\n\n<p class=\"wp-block-paragraph\">Marka hukukunun orijinal fikri, markan\u0131n \u00fcreticiye, yani mal veya hizmetin k\u00f6kenine i\u015faret etmesidir.<\/p>\n\n<p class=\"wp-block-paragraph\">Bu \u00e7ok kelimesi kelimesine anla\u015f\u0131lmamal\u0131d\u0131r. \u00c7o\u011fu zaman, marka sahibinin \u015firket ad\u0131, mal veya hizmetlerin i\u015faretlendi\u011fi markadan tamamen farkl\u0131d\u0131r. Bu, \u00f6rne\u011fin, marka sahibinin \u00fcr\u00fcnlerini \u00e7e\u015fitli markalar alt\u0131nda sunarak teklif \u00e7e\u015fitlili\u011fi izlenimi yaratmak istedi\u011fi \u00e7oklu marka stratejisinde de ge\u00e7erlidir.  <\/p>\n\n<p class=\"wp-block-paragraph\">Bu nedenle, k\u00f6ken i\u015flevi, \u00e7o\u011fu ki\u015finin firmas\u0131n\u0131 bilmedi\u011fi marka sahibine at\u0131fta bulunmak zorunda de\u011fildir. Mal veya hizmetlerin bir markaya ait olarak alg\u0131lanmas\u0131 yeterlidir. Dolay\u0131s\u0131yla marka, birbirine ait hizmetleri tan\u0131mlar ve bunlar\u0131 di\u011fer mal ve hizmetlerden ay\u0131rt etmeye yard\u0131mc\u0131 olur.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-qualitatsfunktion-garantiefunktion-vertrauensfunktion\">Kalite i\u015flevi, garanti i\u015flevi, g\u00fcven i\u015flevi<\/h2>\n\n<p class=\"wp-block-paragraph\">M\u00fc\u015fterilerin bir markan\u0131n mal veya hizmetleriyle ilgili\n deneyimlerine dayanarak,\n m\u00fc\u015fteriler markayla belirli bir kalite d\u00fczeyini ili\u015fkilendirir ve\n ayn\u0131 markan\u0131n di\u011fer mal veya hizmetlerinde de\n bu kaliteyi bulacaklar\u0131na g\u00fcvenirler.<\/p>\n\n<p class=\"wp-block-paragraph\">\u0130ndirim ma\u011fazalar\u0131n\u0131n \u00f6zel markalar\u0131, \u00f6zellikle bu tutarl\u0131 kalite garantisi i\u015flevine g\u00fcvenir. Bunlar genellikle iyi bilinen markalardan daha ucuzdur, ancak tedarik\u00e7iye g\u00f6re ayn\u0131 y\u00fcksek kalitededir. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-kommunikationsfunktion-und-informationsfunktion\">\u0130leti\u015fim i\u015flevi ve bilgi i\u015flevi<\/h2>\n\n<p class=\"wp-block-paragraph\">Marka ayn\u0131 zamanda m\u00fc\u015fteriyle bir ileti\u015fim kanal\u0131 olarak da i\u015flev g\u00f6r\u00fcr. \u0130yi tasarlanm\u0131\u015f markalar m\u00fc\u015fteriye \u00e7e\u015fitli bilgiler iletir. M\u00fc\u015fteri, logonun tasar\u0131m\u0131ndan ve \u00fcr\u00fcn\u00fcn sunumundan, bunun d\u00fc\u015f\u00fck m\u00fc yoksa y\u00fcksek fiyatl\u0131 m\u0131 oldu\u011funu anlayabilir.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-werbefunktion\">Reklam i\u015flevi<\/h2>\n\n<p class=\"wp-block-paragraph\">T\u00fcm bu i\u015flevler birlikte, markan\u0131n hedef kitle \u00fczerindeki (umar\u0131z olumlu) etkisi olan s\u00f6zde reklam i\u015flevinde birle\u015fir.<\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"\u00dccretsiz ilk g\u00f6r\u00fc\u015fme\"><span class=\"mr-cta-link-normal\">\u015eimdi istedi\u011finiz tarihi se\u00e7in:<\/span><span class=\"mr-cta-link-bold\">\u00dccretsiz ilk g\u00f6r\u00fc\u015fme<\/span><\/a>\n","protected":false},"excerpt":{"rendered":"Markan\u0131n \u0130\u015flevleri Bir \u015firket i\u00e7in marka, onu di\u011fer \u015firketlerden ay\u0131ran i\u015farettir. Bir marka, rakiplerden farkl\u0131la\u015fmay\u0131 sa\u011flar. Markalar t\u00fcketicilerin pazarda y\u00f6nlerini bulmalar\u0131na yard\u0131mc\u0131 olur. Ancak sadece bu de\u011fil. Bir marka \u00e7ok &#8230;","protected":false},"author":1,"featured_media":0,"parent":40860,"menu_order":68,"comment_status":"open","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[754],"tags":[],"class_list":["post-42674","page","type-page","status-publish","hentry","category-marka-hukuku"],"acf":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"336x":false,"352x":false,"woocommerce_thumbnail":false,"woocommerce_single":false,"woocommerce_gallery_thumbnail":false,"yarpp-thumbnail":false},"uagb_author_info":{"display_name":"Peter Harlander","author_link":"https:\/\/harlander-partner.eu\/tr\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"Markan\u0131n \u0130\u015flevleri Bir \u015firket i\u00e7in marka, onu di\u011fer \u015firketlerden ay\u0131ran i\u015farettir. Bir marka, rakiplerden farkl\u0131la\u015fmay\u0131 sa\u011flar. Markalar t\u00fcketicilerin pazarda y\u00f6nlerini bulmalar\u0131na yard\u0131mc\u0131 olur. Ancak sadece bu de\u011fil. Bir marka \u00e7ok ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages\/42674","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/comments?post=42674"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages\/42674\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages\/40860"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/media?parent=42674"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/categories?post=42674"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/tags?post=42674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}