{"id":44272,"date":"2020-08-02T19:52:15","date_gmt":"2020-08-02T17:52:15","guid":{"rendered":"https:\/\/harlander-partner.eu\/marka-hukuku\/pozisyon-markasi\/"},"modified":"2025-11-25T13:32:53","modified_gmt":"2025-11-25T12:32:53","slug":"pozisyon-markasi","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/tr\/marka-hukuku\/pozisyon-markasi\/","title":{"rendered":"Pozisyon Markas\u0131"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Pozisyon Markalar\u0131<\/h2><ul><li><a href=\"#h-positionsmarken\" data-level=\"2\">Pozisyon Markalar\u0131<\/a><\/li><li><a href=\"#h-darstellung-im-markenregister\" data-level=\"2\">Marka Sicilindeki G\u00f6sterim<\/a><\/li><li><a href=\"#h-positionierung-auf-unterschiedlichen-waren\" data-level=\"2\">Farkl\u0131 \u00dcr\u00fcnler \u00dczerinde Konumland\u0131rma<\/a><\/li><li><a href=\"#h-unterscheidungskraft\" data-level=\"2\">Ay\u0131rt Edicilik<\/a><\/li><li><a href=\"#h-verhaltnis-zu-anderen-markenarten\" data-level=\"2\">Di\u011fer Marka T\u00fcrleriyle \u0130li\u015fkisi<\/a><\/li><li><a href=\"#h-beispiele-fur-positionsmarken\" data-level=\"2\">Pozisyon Markas\u0131 \u00d6rnekleri<\/a><\/li><li><a href=\"#h-andere-markenarten\" data-level=\"2\">Di\u011fer Marka T\u00fcrleri<\/a><\/li><li><a href=\"#h-kosten-einer-positionsmarke\" data-level=\"2\">Pozisyon Markas\u0131 Maliyetleri<\/a><\/li><\/ul><\/div>\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-positionsmarken\">Pozisyon Markalar\u0131<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Pozisyon markas\u0131<\/strong>, i\u015faretlenmi\u015f \u00fcr\u00fcnler \u00fczerinde sabit bir konumland\u0131rma talep eden bir <a href=\"https:\/\/harlander-partner.eu\/tr\/marka-hukuku\/marka-turleri\/\">marka t\u00fcr\u00fcd\u00fcr<\/a>. Bir pozisyon markas\u0131n\u0131n tescili, di\u011fer marka t\u00fcrlerinin tesciline g\u00f6re \u00e7ok daha zorludur. <\/p>\n\n<p class=\"wp-block-paragraph\">Pozisyon markas\u0131 iki bile\u015fenden olu\u015fur: <\/p>\n\n<ol class=\"wp-block-list\">\n<li>bir kelime, resim veya renk gibi bir i\u015faret<\/li>\n\n\n\n<li>marka sahibinin \u00fcr\u00fcnleri (veya bir \u00fcr\u00fcn par\u00e7as\u0131) \u00fczerinde i\u015faretin her zaman ayn\u0131 yerde, ayn\u0131 bi\u00e7imde ve boyutta veya en az\u0131ndan ayn\u0131 boyut oran\u0131nda konumland\u0131r\u0131lmas\u0131. Konumland\u0131rma, pozisyon markas\u0131n\u0131n sabit bir bile\u015fenidir.  <\/li>\n<\/ol>\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-darstellung-im-markenregister\">Marka Sicilindeki G\u00f6sterim<\/h2>\n\n<p class=\"wp-block-paragraph\">Pozisyon markas\u0131n\u0131n g\u00f6sterimi genellikle t\u00fcm unsurlar\u0131n g\u00f6r\u00fclebildi\u011fi bir taslak ile yap\u0131l\u0131r. \u00dcr\u00fcn\u00fcn kendisi ve konumland\u0131r\u0131lm\u0131\u015f markay\u0131 g\u00f6rsel olarak ay\u0131rmak i\u00e7in, \u00fcr\u00fcn genellikle taslakta kesikli \u00e7izgilerle g\u00f6sterilir. Ayr\u0131ca, \u00e7o\u011fu durumda yaz\u0131l\u0131 bir a\u00e7\u0131klama zorunludur.  <\/p>\n\n<p class=\"wp-block-paragraph\">Pozisyon markas\u0131n\u0131n g\u00f6sterimi ve a\u00e7\u0131klamas\u0131 a\u015fa\u011f\u0131daki bilgileri i\u00e7ermelidir:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>markan\u0131n \u015fekli<\/li>\n\n\n\n<li>konumland\u0131rma yeri<\/li>\n\n\n\n<li>markan\u0131n boyutu veya boyut oran\u0131<\/li>\n<\/ol>\n\n<h2 class=\"wp-block-heading\" id=\"h-positionierung-auf-unterschiedlichen-waren\">Farkl\u0131 \u00dcr\u00fcnler \u00dczerinde Konumland\u0131rma<\/h2>\n\n<p class=\"wp-block-paragraph\">Pozisyon markas\u0131 farkl\u0131 \u00fcr\u00fcnlerde kullan\u0131lacaksa, bu durum tasla\u011f\u0131n tasar\u0131m\u0131nda ve a\u00e7\u0131klamada dikkate al\u0131nmal\u0131d\u0131r.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-unterscheidungskraft\">Ay\u0131rt Edicilik<\/h2>\n\n<p class=\"wp-block-paragraph\">Di\u011fer her <a href=\"https:\/\/harlander-partner.eu\/tr\/marka-hukuku\/marka-turleri\/\">marka t\u00fcr\u00fc<\/a> gibi, pozisyon markas\u0131 da ay\u0131rt edici niteli\u011fe sahip olmal\u0131d\u0131r. Pozisyon markalar\u0131nda ay\u0131rt edici niteli\u011fin de\u011ferlendirilmesinde di\u011fer marka bi\u00e7imlerinden farkl\u0131 de\u011ferlendirme kriterleri kullan\u0131lmaz. Markan\u0131n tescili i\u00e7in ne kadar zay\u0131f olursa olsun herhangi bir ay\u0131rt edici nitelik yeterlidir.  <\/p>\n\n<p class=\"wp-block-paragraph\">Pozisyon markas\u0131n\u0131n g\u00f6rsel unsurlar\u0131 tek ba\u015f\u0131na ay\u0131rt edici niteli\u011fe sahip olmasa bile, bir \u00fcr\u00fcn \u00fczerinde her zaman ayn\u0131 yerde, ayn\u0131 bi\u00e7imde ve boyutta konumland\u0131r\u0131lmas\u0131 yoluyla ay\u0131rt edici nitelik kazanabilir. Bu nedenle konumland\u0131rma, markan\u0131n ay\u0131rt edici niteli\u011finin de\u011ferlendirilmesinde dikkate al\u0131nmal\u0131d\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\">Ay\u0131rt edici niteli\u011fin de\u011ferlendirilmesinde, konumland\u0131r\u0131lm\u0131\u015f unsurun karakteristik \u00f6zellikler ta\u015f\u0131y\u0131p ta\u015f\u0131mad\u0131\u011f\u0131 belirleyicidir.<\/p>\n\n<p class=\"wp-block-paragraph\">Bu durum, konumland\u0131r\u0131lm\u0131\u015f unsurun ilgili \u00fcr\u00fcnlerin hedef ald\u0131\u011f\u0131 ortalama t\u00fcketici a\u00e7\u0131s\u0131ndan sadece teknik i\u015flevsel bir i\u015fleve sahip olmad\u0131\u011f\u0131 ve benzer \u00fcr\u00fcnlerin ola\u011fan tasar\u0131mlar\u0131n\u0131n \u00f6tesine ge\u00e7ti\u011fi durumlarda s\u00f6z konusudur, \u00f6rne\u011fin &#8220;Lloyd&#8221; erkek ayakkab\u0131 markas\u0131n\u0131n topuklar\u0131ndaki k\u0131rm\u0131z\u0131 unsur gibi.<\/p>\n\n<p class=\"wp-block-paragraph\">Hedef kitleyi olu\u015fturan ortalama t\u00fcketici konumland\u0131r\u0131lm\u0131\u015f unsuru sadece saf dekorasyon olarak alg\u0131l\u0131yorsa, \u00f6rne\u011fin bir kot pantolonun arka ceplerinin etraf\u0131ndaki k\u0131rm\u0131z\u0131 diki\u015f gibi, karakteristik \u00f6zellik mevcut de\u011fildir.<\/p>\n\n<p class=\"wp-block-paragraph\">Pozisyon markas\u0131n\u0131n ay\u0131rt edici niteli\u011finin de\u011ferlendirilmesinde farkl\u0131 marka sicillerinin uygulamalar\u0131 \u00f6nemli farkl\u0131l\u0131klar g\u00f6stermektedir. Avrupa Birli\u011fi Marka Ofisi genellikle pozisyon markalar\u0131n\u0131 sadece yo\u011fun kullan\u0131m durumunda tescil etmektedir. Ulusal marka ofislerinin tescil uygulamas\u0131 ise \u00e7ok daha serbesttir. Do\u011fru stratejinin se\u00e7iminde bu durum dikkate al\u0131nmal\u0131d\u0131r.   <\/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-verhaltnis-zu-anderen-markenarten\">Di\u011fer Marka T\u00fcrleriyle \u0130li\u015fkisi<\/h2>\n\n<p class=\"wp-block-paragraph\">Temel olarak, pozisyon markalar\u0131 ile di\u011fer marka t\u00fcrleri aras\u0131ndaki ili\u015fki ak\u0131\u015fkand\u0131r. Avrupa Birli\u011fi Adalet Divan\u0131, bir pozisyon markas\u0131n\u0131n (grafik g\u00f6sterim nedeniyle) her zaman ayn\u0131 zamanda bir g\u00f6rsel marka oldu\u011funa karar vermi\u015ftir. Tersine, bir g\u00f6rsel marka da pozisyon markas\u0131 olabilir. \u00c7o\u011fu marka hukuku sorusu i\u00e7in se\u00e7ilen marka t\u00fcr\u00fc de\u011fil, sadece markan\u0131n alg\u0131lanmas\u0131 \u00f6nemlidir.   <\/p>\n\n<p class=\"wp-block-paragraph\">Bununla birlikte, konumland\u0131r\u0131lacak i\u015faret tek ba\u015f\u0131na ay\u0131rt edici niteli\u011fe sahipse, \u00f6ncelikle saf bir g\u00f6rsel marka olarak tescil edilmesi tavsiye edilir. Bu durumda konum belirtimi, koruma kapsam\u0131n\u0131n ve dolay\u0131s\u0131yla gelecekteki kullan\u0131m olanaklar\u0131n\u0131n gereksiz yere s\u0131n\u0131rlanmas\u0131na yol a\u00e7acakt\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\">Bu nedenle, tek marka olarak bir pozisyon markas\u0131, \u00f6zellikle ay\u0131rt edici niteli\u011fin ancak konumland\u0131rma yoluyla ortaya \u00e7\u0131kt\u0131\u011f\u0131 durumlarda mant\u0131kl\u0131d\u0131r. Tersine, s\u00fcrekli ayn\u0131 konumland\u0131rma \u00f6zelli\u011fi, zaten zay\u0131f ay\u0131rt edici niteli\u011fe sahip bir markaya ek ay\u0131rt edici nitelik kazand\u0131rabilir. Bu durumda, ek pozisyon markas\u0131 tescili, markan\u0131n uygulanabilirli\u011fini \u00f6nemli \u00f6l\u00e7\u00fcde iyile\u015ftirecektir.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-beispiele-fur-positionsmarken\">Pozisyon Markas\u0131 \u00d6rnekleri<\/h2>\n\n<p class=\"wp-block-paragraph\">Pozisyon markalar\u0131n\u0131n bilinen \u00f6rnekleri \u015funlard\u0131r: <\/p>\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Lloyd&#8221; erkek ayakkab\u0131lar\u0131n\u0131n topuk alt\u0131ndaki k\u0131rm\u0131z\u0131 \u015ferit<\/li>\n\n\n\n<li>adidas&#8217;\u0131n \u00fc\u00e7 \u015ferit i\u015fareti<\/li>\n\n\n\n<li>Christian Louboutin ayakkab\u0131lar\u0131n\u0131n k\u0131rm\u0131z\u0131 taban\u0131<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">A\u015fa\u011f\u0131dakiler i\u00e7in pozisyon markas\u0131 korumas\u0131 bulunmamaktad\u0131r:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Steiff&#8221; pelu\u015f oyuncaklar\u0131n\u0131n kula\u011f\u0131ndaki d\u00fc\u011fme<\/li>\n<\/ul>\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-andere-markenarten\">Di\u011fer Marka T\u00fcrleri<\/h2>\n\n<p class=\"linkboxes wp-block-paragraph\"><a href=\"https:\/\/marketingrecht.eu\/wortmarke\/\">S\u00f6zc\u00fck markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/bildmarke\/\">\u015eekil markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/wort-bild-marke\/\">S\u00f6zc\u00fck-\u015fekil markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/farbmarke\/\">Renk markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/3d-marken\/\">3B markalar\u0131 \/ \u015eekil markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/positionsmarke\/\">Pozisyon markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/mustermarke\/\">Desen markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/klangmarke-hoermarke\/\">Ses markalar\u0131 \/ \u0130\u015fitsel markalar<\/a> <a href=\"https:\/\/marketingrecht.eu\/kennfadenmarke\/\">Tan\u0131t\u0131m ipli\u011fi markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/hologrammmarke\/\">Hologram markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/bewegungsmarke\/\">Hareket markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/multimediamarken\/\">Multimedya markalar\u0131<\/a> <a href=\"https:\/\/marketingrecht.eu\/sonstige-marken\/\">Di\u011fer markalar<\/a><\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-kosten-einer-positionsmarke\">Pozisyon Markas\u0131 Maliyetleri<\/h2>\n\n<p class=\"wp-block-paragraph\">Bir pozisyon markas\u0131 tescil ettirmek mi istiyorsunuz? O halde do\u011fru yerdesiniz! <\/p>\n\n<p class=\"wp-block-paragraph\">Maliyet ve har\u00e7lara ili\u015fkin genel bak\u0131\u015f\u0131 sabit fiyatl\u0131 <a href=\"https:\/\/harlander-partner.eu\/tr\/marka-hukuku\/marka-koruma-paketleri\/\">Marka koruma paketlerimizde<\/a> bulabilirsiniz.<\/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":"Pozisyon Markalar\u0131 Pozisyon markas\u0131, i\u015faretlenmi\u015f \u00fcr\u00fcnler \u00fczerinde sabit bir konumland\u0131rma talep eden bir marka t\u00fcr\u00fcd\u00fcr. Bir pozisyon markas\u0131n\u0131n tescili, di\u011fer marka t\u00fcrlerinin tesciline g\u00f6re \u00e7ok daha zorludur. Pozisyon markas\u0131 iki &#8230;","protected":false},"author":1,"featured_media":0,"parent":40860,"menu_order":88,"comment_status":"closed","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[754],"tags":[],"class_list":["post-44272","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":"Pozisyon Markalar\u0131 Pozisyon markas\u0131, i\u015faretlenmi\u015f \u00fcr\u00fcnler \u00fczerinde sabit bir konumland\u0131rma talep eden bir marka t\u00fcr\u00fcd\u00fcr. Bir pozisyon markas\u0131n\u0131n tescili, di\u011fer marka t\u00fcrlerinin tesciline g\u00f6re \u00e7ok daha zorludur. Pozisyon markas\u0131 iki ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages\/44272","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=44272"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/pages\/44272\/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=44272"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/categories?post=44272"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/tr\/wp-json\/wp\/v2\/tags?post=44272"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}