{"id":50943,"date":"2021-11-24T11:50:36","date_gmt":"2021-11-24T08:50:36","guid":{"rendered":"http:\/\/earnado.com\/tr\/?p=50943"},"modified":"2023-01-05T17:14:24","modified_gmt":"2023-01-05T14:14:24","slug":"marka-stratejisi-nasil-olusturulur-nasil-yapilir","status":"publish","type":"post","link":"https:\/\/earnado.com\/tr\/marka-stratejisi-nasil-olusturulur-nasil-yapilir\/","title":{"rendered":"Marka Stratejisi Nas\u0131l Olu\u015fturulur? Nas\u0131l Yap\u0131l\u0131r?"},"content":{"rendered":"

Marka, ticari bir \u00fcr\u00fcn\u00fc ya da i\u015fletmeyi tan\u0131tan, benzer \u00fcr\u00fcn ya da kurulu\u015flardan ay\u0131rmaya yarayan, sadece bir yere ait olan \u00f6zel bir imgedir. \u015eekil, harf ya da s\u00f6zc\u00fckle olu\u015fturulup ifade edilebilir.<\/span>\u00a0<\/span><\/p>\n

Marka Stratejisi Nedir?<\/span>\u00a0<\/span><\/h2>\n

Mevcut markay\u0131 geli\u015ftirmek, markan\u0131n de\u011ferini artt\u0131rmak i\u00e7in kullan\u0131lan uzun vadeli planlar b\u00fct\u00fcn\u00fcd\u00fcr. Marka stratejisi olu\u015fturmak hem t\u00fcketici hem de i\u015fletme i\u00e7in \u00e7ok \u00f6nemlidir. \u00c7\u00fcnk\u00fc marka stratejisi olu\u015fturulurken ama\u00e7 \u00fcr\u00fcn\u00fc en iyi \u015fekilde t\u00fcketicilere pazarlayabilmek ve tan\u0131t\u0131m\u0131n\u0131 yapabilmektir. Ayr\u0131ca bir markan\u0131n imaj\u0131n\u0131 kendi kendine yaratmas\u0131 beklenmemelidir. Bu imaj ve strateji \u00f6zel ve biricik olmal\u0131d\u0131r.<\/span><\/p><\/blockquote>\n

\u00d6rne\u011fin\u00a0<\/span>Mc Donalds<\/span>\u00a0diyince\u00a0akl\u0131m\u0131za ilk beyaz ya da k\u0131rm\u0131z\u0131 fonun \u00fcst\u00fcndeki b\u00fcy\u00fcm turuncu \u2018\u2019m\u2019\u2019 harfi geliyor. Bu da herkes de ayn\u0131 \u015feyi \u00e7a\u011fr\u0131\u015ft\u0131r\u0131yor. \u2018\u2019 Hamburger\u2019\u2019.\u00a0<\/span>\u00a0<\/span><\/p>\n

Marka Stratejisi Neden \u00d6nemlidir?<\/span>\u00a0<\/span><\/h2>\n

E\u011fer bir i\u015fletme markas\u0131, stratejisi olmadan pazara girerse ba\u015far\u0131l\u0131 olmas\u0131 ya da tan\u0131nmas\u0131 m\u00fcmk\u00fcn de\u011fildir. G\u00fcn\u00fcm\u00fczde bu kadar \u00e7ok t\u00fcketim yap\u0131l\u0131yorken ve \u00e7ok fazla birbirinden fazla marka varken, pazara girmeye \u00e7al\u0131\u015fan yeni markalar\u0131n muhakkak bir planlamas\u0131 ve \u00f6zg\u00fcnl\u00fc\u011f\u00fc olmal\u0131d\u0131r. Bu kadar \u00e7ok \u00fcr\u00fcn aras\u0131nda t\u00fcketicilerin markan\u0131z\u0131 bulabilmesi i\u00e7in olu\u015fturaca\u011f\u0131n\u0131z marka stratejisi, rakiplerinizden farkl\u0131la\u015fman\u0131za ve fark edilmenize olanak sa\u011flar.<\/span>\u00a0<\/span><\/p>\n

\"markalasma\"<\/p>\n

Marka Stratejisi Nas\u0131l Olu\u015fturulur?<\/span>\u00a0<\/span><\/h3>\n

\u0130\u015fletmenin; \u00e7e\u015fidine, b\u00fcy\u00fckl\u00fc\u011f\u00fcne, niteli\u011fine ve hedef pazara g\u00f6re marka stratejisi de\u011fi\u015fkenlik g\u00f6sterir. Marka stratejisi olu\u015ftururken bir \u00e7ok etmene dikkat etmelisiniz. Marka stratejisi olu\u015ftururken dikkat etmeniz gereken konular\u0131 sizler i\u00e7in bir araya getirdik.<\/span><\/p>\n

Ama\u00e7 ve Hedef Belirleyin<\/span>\u00a0<\/span><\/h3>\n

Bu k\u0131s\u0131mda kendinize i\u015fletmenizle ilgili sorular sorun. \u00d6rne\u011fin, ‘Ben bu i\u015fletmeyi veya markay\u0131 neden kurdum?’\u00a0 ‘Bu markay\u0131 yarat\u0131rken \u00e7\u0131k\u0131\u015f noktam ve hedeflerim nelerdi?’ vb.. Kurdu\u011funuz markan\u0131n g\u00fc\u00e7l\u00fc, i\u015flevsel ve sa\u011flam fikirlere dayan\u0131larak kuruldu\u011fundan emin olun. \u00d6rne\u011fin, yeni kurulan <\/span>Coffy<\/span>\u00a0markas\u0131\u00a0insanlara lezzetli ve bunun yan\u0131nda tek fiyatl\u0131 ucuz kahve ve tatl\u0131 vermeyi hedeflediklerini belirtiyor.\u00a0<\/span>\u00a0<\/span>Markalar veya i\u015fletmeler g\u00fcn\u00fcm\u00fczde kurulurken gelece\u011fi \u00e7ok d\u00fc\u015f\u00fcnmeden sadece bug\u00fcne odaklanarak kurulabiliyorlar. Ancak marka stratejisi olu\u015ftururken uzun vadeli d\u00fc\u015f\u00fcnerek iddial\u0131 hedefler koymak, bunlar\u0131n yan\u0131nda ger\u00e7ek\u00e7i planlar yapmak strateji olu\u015fturman\u0131n en \u00f6nemli \u00f6nc\u00fclleridir.\u00a0<\/span>\u00a0<\/span><\/p>\n

\"markanistratejisiolustururkenneleredikkatedilmeli\"<\/p>\n

Markan\u0131z\u0131n Hedef Kitlesini Tan\u0131y\u0131n <\/span>\u00a0<\/span><\/h3>\n

Yap\u0131lan en b\u00fcy\u00fck hatalardan biri, kime hitap edece\u011fini bilmeyip hedef kitleyi tan\u0131madan yap\u0131lan giri\u015fimlerdir. Bu giri\u015fimler maalesef bir s\u00fcre sonra bitmeye mahkumdurlar. Ayn\u0131 zamanda herkese ve her \u015feye bir \u015feyler \u00fcretmeye \u00e7al\u0131\u015fmak da en az ba\u015fta bahsetti\u011fimiz durum kadar i\u015fletmenin veya markan\u0131n sonunu getirecek olaylardan biridir. \u00d6rne\u011fin hedef kitleyi en ba\u015fta; ya\u015f, cinsiyet, konum olarak belirlemek i\u015finizi kolayla\u015ft\u0131racak ilk ad\u0131mlardan biridir. Bu \u015fekilde hedef kitlesini yava\u015f yava\u015f belirlemek ve \u00fcretimi bu kitleye g\u00f6re yapmak da sat\u0131\u015flar\u0131n verimlili\u011fini artt\u0131racak, i\u015fimizi kolayla\u015ft\u0131racakt\u0131r.<\/span>\u00a0<\/span><\/p>\n

\"marka\"<\/p>\n

Sekt\u00f6rdeki Rakiplerinizi Tan\u0131y\u0131n<\/span>\u00a0<\/span><\/h3>\n

Burada \u00f6ncelikle kendinize sorman\u0131z gereken sorular; \u2018\u2019 Benim markam\u0131 veya i\u015fletmemi di\u011ferlerinden farkl\u0131 k\u0131lan nedir?\u2019\u2019, \u2018\u2019 Onlar\u0131n \u00e7\u00f6zemedi\u011fi ama benim \u00e7\u00f6zd\u00fc\u011f\u00fcm sorun nedir?\u2019\u2019vb. sorular size hem kendinizle hem de rakip markalarla ilgili fikir verir. Yaz\u0131l\u0131m\u0131n \u00e7ok iyi olmas\u0131, \u00fcst\u00fcn m\u00fc\u015fteri hizmeti sunuyor olman\u0131z, i\u015f geli\u015ftirme ve pazarlama alanlar\u0131nda yapt\u0131\u011f\u0131n\u0131z yenilikler veya orijinal fikirler sizi ayn\u0131 kulvarda oldu\u011funuz di\u011fer markalar\u0131n \u00f6n\u00fcne ge\u00e7irebilecek olan unsurlar olabilir. \u00d6nemli olan bu konularda ger\u00e7ek\u00e7i ve emin olman\u0131z olacakt\u0131r. Ayn\u0131 zamanda markan\u0131z\u0131 en \u00e7ok tan\u0131tmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131z platform neresi ise bu g\u00fc\u00e7l\u00fc y\u00f6nlerinizi o platformlarda kendin markan\u0131za has olacak \u015fekilde g\u00f6stermelisiniz.\u00a0<\/span>\u00a0<\/span><\/p>\n

Reklam ve Metinlerinizde G\u00fc\u00e7l\u00fc Mesajlar Olu\u015fturun <\/span>\u00a0<\/span><\/h3>\n

Markan\u0131n hedef kitlesi ve konumu belirlendikten sonra yap\u0131lmas\u0131 gereken \u015fey, t\u00fcketicilere markay\u0131 anlamalar\u0131 i\u00e7in do\u011fru bir mesaj vermektir. \u0130yi bir marka mesaj\u0131; basit, yal\u0131n, anla\u015f\u0131l\u0131r ve ilham verici olmal\u0131. Genelde marka mesaj\u0131, markan\u0131n misyonu ile ilgili olur ve bunun m\u00fc\u015fterilere uyarlanm\u0131\u015f versiyonudur. M\u00fc\u015fterilerinizin sorunlar\u0131n\u0131 anlamak ve onlarla ileti\u015fimde olman\u0131z do\u011fru marka mesaj\u0131 verebilmeniz ad\u0131na \u00e7ok \u00f6nemlidir. Bunlar\u0131 \u00f6\u011frenmek i\u00e7in anketler, telefon g\u00f6r\u00fc\u015fmeleri yap\u0131labilir ve bu yap\u0131lan g\u00f6r\u00fc\u015fmeler sonucunda bir marka mesaj\u0131 olu\u015fturulabilirsiniz. <\/span>\u00a0<\/span><\/p>\n

\"markamesajinizinetverin\"<\/p>\n

Tutarl\u0131 Olun ve Uyum Sa\u011flay\u0131n\u00a0<\/span>\u00a0<\/span><\/h3>\n

Tutarl\u0131 olmak, iyi bir marka stratejisinin en \u00f6nemli unsurlar\u0131ndan biridir. Markan\u0131z, t\u00fcketicinin sizinle kar\u015f\u0131la\u015ft\u0131\u011f\u0131 her yerde kolayca tan\u0131nabilir olmal\u0131. Bu tutarl\u0131k bir s\u00fcre sonra marka de\u011feri haline gelece\u011finden; markan\u0131z ofiste, sosyal medyada, pazarlama kanallar\u0131nda k\u0131saca t\u00fcketiciye ula\u015ft\u0131\u011f\u0131n\u0131z her yerde onlara ayn\u0131 his ve deneyimi ya\u015fatmal\u0131d\u0131r. Ancak tabi ki tutarl\u0131 olmak markan\u0131n hep ayn\u0131 \u015feyleri yap\u0131p \u00fcretmesi anlam\u0131na gelmez. \u00d6zellikle yeni kurulmu\u015f i\u015fletme veya markalar kendilerini yenilemek, geli\u015ftirmek ve monotonluktan uzakla\u015fmak i\u00e7in yeni \u00fcr\u00fcnler ve i\u015fler denemek isterler. Ancak bunu yaparken yerel k\u00fclt\u00fcre sayg\u0131 g\u00f6stermek ve bu do\u011frultuda ilerlemek \u00f6nemlidir. <\/span>\u00a0<\/span><\/p>\n

\"B\u00fct\u00fcnle\u015fik<\/p>\n

Markan\u0131z\u0131 Do\u011fru Bir \u015eekilde \u00d6ne \u00c7\u0131kar\u0131n<\/span>\u00a0<\/span><\/h3>\n

\u00dcr\u00fcnlerden \u00e7ok markay\u0131 \u00f6ne \u00e7\u0131karmak, markan\u0131n imaj ve alg\u0131s\u0131n\u0131 y\u00fckseltir. \u0130nsanlar\u0131n g\u00f6z\u00fcnde tek bir \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn y\u00fckselmesi yerine markan\u0131z\u0131n y\u00fckselmesi ve bilinmesi \u00e7ok daha iyidir. Bu duruma \u00f6rnek olarak\u00a0<\/span>Nike<\/span>\u00a0verilebilir.\u00a0Nike\u00a0reklamlar\u0131nda, sosyal medya hesaplar\u0131nda ve sitesinde direkt bir \u00fcr\u00fcn\u00fcn\u00fc \u00f6ne \u00e7\u0131karmak yerine; sporcularla yapt\u0131\u011f\u0131 konu\u015fmalardan, sosyal projelerden, koleksiyonlar\u0131ndan vb. bahsederek marka imaj ve alg\u0131s\u0131n\u0131 y\u00fckseltmektedir.<\/span>\u00a0<\/span><\/p>\n

Anlaml\u0131 G\u00fcnlere \u00d6zel \u0130\u00e7erik Olu\u015fturun<\/span>\u00a0<\/span><\/h3>\n

Markan\u0131z\u0131n ad\u0131 alt\u0131nda anlaml\u0131 g\u00fcnlere \u00f6zel i\u00e7erik olu\u015fturmak markan\u0131n bilinirli\u011fini ve pop\u00fclaritesini artt\u0131r\u0131r. Bu y\u00fczden g\u00fcn\u00fcn anlam ve \u00f6nemine \u00f6zel bir i\u00e7erik olu\u015fturup sosyal medya platformlar\u0131nda yay\u0131nlamak \u00f6nemlidir. Ko\u00e7 Holding\u2019in her y\u0131l 10 Kas\u0131m i\u00e7in video yay\u0131nlamas\u0131n\u0131 bu duruma \u00f6rnek verebiliriz.<\/span>\u00a0<\/span><\/p>\n

Markaya ve \u0130\u00e7eri\u011finize Anlam Kat\u0131n<\/span>\u00a0<\/span><\/h3>\n

Markan\u0131n i\u00e7eri\u011fine\u00a0hikaye\u00a0ve anlam katmak, t\u00fcketicilerin ilgisini \u00e7ekmek i\u00e7in iyi bir y\u00f6ntemdir. \u0130nsanlar g\u00fcn\u00fcm\u00fczde al\u0131\u015fveri\u015f ve hizmet tercihlerinde bu gibi \u015feylere \u00f6nem vermektedirler. Markalar\u0131n %93\u2019\u00fc \u00fcr\u00fcn ve hizmetlerinde\u00a0<\/span>i\u00e7erik pazarlamas\u0131<\/span><\/a> ve i\u00e7erik \u00fcretimine\u00a0odaklanmaktad\u0131rlar.\u00a0<\/span>\u00a0<\/span><\/p>\n

\"kendihikayeniziolusturunmarka\"<\/p>\n

\u0130\u00e7erik pazarlamas\u0131 hakk\u0131nda daha fazla bilgi\u00a0i\u00e7in :\u00a0<\/span>https:\/\/earnado.com\/tr\/etkili-bir-content-marketing-icerik-pazarlama-icin-7-adim\/<\/span><\/a>\u00a0<\/span><\/p>\n

Marka \u0130smi, Logosu ve Slogan\u0131<\/span>\u00a0<\/span><\/h3>\n

Marka ile ilgili en \u00f6nemli alg\u0131lar\u0131n ba\u015f\u0131nda bu unsurlar gelir. Markan\u0131n ak\u0131lda kal\u0131c\u0131 bir ismi ve slogan\u0131n\u0131n olmas\u0131, logosunun renkli ya da ak\u0131lda kal\u0131c\u0131 bir imge olmas\u0131 markan\u0131n hat\u0131rlanma oran\u0131n\u0131 y\u00fckseltir. \u00d6rnek verecek olursak Google, logosunda alt\u0131n oran ve farkl\u0131 renkler kullanarak, her \u015feyi bulabilece\u011finiz mesaj\u0131n\u0131 vermi\u015ftir.<\/span>\u00a0<\/span><\/p>\n

T\u00fcketicilerle Duygusal Ba\u011f Kurun<\/span><\/h3>\n

M\u00fc\u015fteriler bir \u00fcr\u00fcn sat\u0131n al\u0131rken d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fcz kadar mant\u0131kl\u0131 davranmazlar. Tam tersinde duygusal hareket etmeleri olduk\u00e7a yayg\u0131n bir durumdur. Mant\u0131\u011fa hitap eden \u00fcr\u00fcnlere \u00f6ncelik vermek yerine, onlar\u0131 duyguland\u0131ran, d\u00fc\u015f\u00fcnd\u00fcren \u00fcr\u00fcn ve hizmetlere daha \u00e7ok \u00f6ncelik verme e\u011filimlerindedirler. Bu y\u00fczden bizim duygular\u0131m\u0131z kaliteli marka stratejileri olu\u015fturma yolunda \u00f6nemli unsurlardan biridir. Bu derin duygusal ili\u015fkiyi e\u011fer m\u00fc\u015fterilerle kurabilmenin bir yolunu bulursan\u0131z, uzun vadede daha s\u00fcrd\u00fcr\u00fclebilir bir \u015firket-m\u00fc\u015fteri ili\u015fkisi kurabilirsiniz. <\/span>\u00a0<\/span><\/p>\n

\"marka-ile-bag-kurma\"<\/p>\n

M\u00fc\u015fteriler kadar \u00f6nemli olan bir di\u011fer unsur da i\u015fletmedeki \u00e7al\u0131\u015fanlar\u0131n\u0131zd\u0131r. \u00c7al\u0131\u015fanlar\u0131n \u00f6nemi \u00e7o\u011fu zaman g\u00f6zden ka\u00e7\u0131r\u0131lmas\u0131na ra\u011fmen, ba\u015far\u0131l\u0131 bir marka, i\u015fletme ya da start-up\u00a0olmak istiyorsan\u0131z \u00e7al\u0131\u015fanlar\u0131n markay\u0131 savunmas\u0131na ve desteklemesine f\u0131rsat vermelisiniz. \u00c7\u00fcnk\u00fc marka stratejilerine \u00e7al\u0131\u015fanlar\u0131n savunuculu\u011funu da ekledi\u011finizde \u00e7ok daha g\u00fc\u00e7l\u00fc bir imaj yaratm\u0131\u015f olursunuz. Bir \u015firkete ya da markaya ili\u015fkin tek bir ki\u015finin de\u011fil\u00a0de,\u00a0\u015firketin i\u00e7inden bir grup insan\u0131n ayn\u0131 \u015feyi s\u00f6ylemesi m\u00fc\u015fteriler i\u00e7in \u00e7ok daha inand\u0131r\u0131c\u0131 hale gelir. Yap\u0131lan bir ara\u015ft\u0131rmaya g\u00f6re, bu mesajlar \u00e7al\u0131\u015fanlar\u0131n\u0131z taraf\u0131ndan verildi\u011finde %561 daha fazla ki\u015fiye ula\u015fm\u0131\u015f olur.\u00a0<\/span>\u00a0<\/span><\/p>\n

Marka Konumland\u0131rma Nedir?<\/span>\u00a0<\/span><\/h3>\n

T\u00fcketicinin akl\u0131nda bir marka imaj\u0131 olu\u015fturma s\u00fcrecine \u2018\u2019marka konumland\u0131rma\u2019\u2019 denir. Marka konumland\u0131rma, hedef kitlenin akl\u0131nda markalar\u0131n ilk izlenimlerini yaratmaya yard\u0131mc\u0131 olur. Daha iyi a\u00e7\u0131klamaya \u00e7al\u0131\u015facak olursak:<\/span>\u00a0<\/span><\/p>\n

    \n
  • BMW, kendini s\u00fcr\u00fc\u015f keyfine odakl\u0131yor ve insanlar\u0131n akl\u0131na ilk bu geliyor.<\/span>\u00a0<\/span><\/li>\n
  • Audi, marka konumland\u0131rmas\u0131n\u0131\u00a0\u0130novatif\u00a0Teknoloji \u00fczerine yap\u0131yor.<\/span>\u00a0<\/span><\/li>\n
  • Mercedes ise kendini prestijli bir marka olarak konumland\u0131r\u0131yor.<\/span>\u00a0<\/span><\/li>\n<\/ul>\n

    Dilerseniz konumland\u0131rma ve rakiplerden farkl\u0131la\u015fma hakk\u0131nda haz\u0131rlad\u0131\u011f\u0131m\u0131z videoyu izleyerek daha detayl\u0131 bilgilere ula\u015fabilirsiniz.<\/p>\n

    Benzersiz Sat\u0131\u015f \u00d6nerisi (USP) Geli\u015ftirin<\/span>\u00a0<\/span><\/h3>\n

    Her \u00fcr\u00fcn en az\u0131ndan benzersiz oldu\u011fu d\u00fc\u015f\u00fcn\u00fclen \u00f6zellikleri bak\u0131m\u0131ndan bir\u00a0USP\u2019ye\u00a0sahip olmal\u0131d\u0131r. Bu\u00a0USP\u2019leri\u00a0kurulu\u015flar olu\u015fturmal\u0131 ve hedef kitleye iletmelidirler. \u00dcr\u00fcnlerin en iyi \u00f6zelliklerini ve en iyi neler yapabilece\u011fini pazarlamac\u0131lar\u0131n bilmesi gerekir.<\/span>\u00a0<\/span><\/p>\n

    \"marka-stratejisi-ve-konumland\u0131rma\"<\/p>\n

    Markan\u0131n Konumunu Koruyun<\/span>\u00a0<\/span><\/h3>\n

    S\u00fcreklilik ve tutarl\u0131l\u0131k ba\u015fl\u0131klar\u0131 alt\u0131nda da bahsetti\u011fimiz gibi son kullan\u0131c\u0131lar\u0131n beklentilerinin sa\u011flanmas\u0131na s\u00fcrekli devam edilmelidir. Kaliteden asla \u00f6d\u00fcn vermeyin. M\u00fcmk\u00fcnse her ge\u00e7en g\u00fcn daha da iyile\u015ftirin. \u00dcr\u00fcnlerin fiyat\u0131nda radikal d\u00fc\u015f\u00fc\u015fler yapmak markan\u0131n konumu ve de\u011feri i\u00e7in \u00e7ok zedeleyici bir davran\u0131\u015f olacakt\u0131r. \u00d6rne\u011fin Mercedes\u2019in fiyat\u0131n\u0131n Hyundai ile ayn\u0131 fiyata gelmesi, Mercedes\u2019i al\u0131c\u0131lar\u0131n\u0131n g\u00f6z\u00fcnden d\u00fc\u015f\u00fcr\u00fcr ve de\u011ferini kaybetmesine, eskisi kadar talep edilmemesine neden olur.<\/span>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Marka, ticari bir \u00fcr\u00fcn\u00fc ya da i\u015fletmeyi tan\u0131tan, benzer \u00fcr\u00fcn ya da kurulu\u015flardan ay\u0131rmaya yarayan, sadece bir yere ait olan \u00f6zel bir imgedir. \u015eekil, harf ya da s\u00f6zc\u00fckle olu\u015fturulup ifade edilebilir.\u00a0 Marka Stratejisi Nedir?\u00a0 Mevcut markay\u0131 geli\u015ftirmek, markan\u0131n de\u011ferini artt\u0131rmak…<\/p>\n","protected":false},"author":290,"featured_media":50927,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[853,851,66,244],"tags":[],"class_list":["post-50943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-icerik-pazarlama","category-instagram-pazarlama","category-internet-reklamciligi","category-markalasma"],"yoast_head":"\nMarka Stratejisi Nas\u0131l Olu\u015fturulur? 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