{"id":1082,"date":"2013-10-07T19:44:24","date_gmt":"2013-10-07T19:44:24","guid":{"rendered":"http:\/\/www.kodcafe.com\/?p=1082"},"modified":"2013-10-07T19:44:24","modified_gmt":"2013-10-07T19:44:24","slug":"dunyanin-en-degerli-markalar","status":"publish","type":"post","link":"https:\/\/www.kodcafe.com\/?p=1082","title":{"rendered":"D\u00fcnyan\u0131n en de\u011ferli markalar\u0131?"},"content":{"rendered":"

\u0130\u015f d\u00fcnyas\u0131nda on binlerce kez referans \u00e7al\u0131\u015fmalar\u0131n\u0131n alt\u0131na imzas\u0131n\u0131 atan pazar ara\u015ft\u0131rma \u015firketi Interbrand, 2000’den bu yana yay\u0131nlad\u0131\u011f\u0131 en de\u011ferli markalar listesini son 12 aydaki geli\u015fmeler g\u00f6z \u00f6n\u00fcne alarak yeniledi. 2013’\u00fcn en de\u011ferli markalar\u0131 listesine Apple’\u0131n Coca Cola’dan liderlik koltu\u011funu almas\u0131 ve Google’\u0131n b\u00fcy\u00fck \u00e7\u0131k\u0131\u015f\u0131 damgas\u0131n\u0131 vurdu.<\/p>\n

Kamuoyuyla New York Times’\u0131n payla\u015ft\u0131\u011f\u0131 s\u0131ralamada, d\u00fcnya tarihinin en \u00f6nemli markalar\u0131ndan olan Coca Cola, 13 y\u0131ld\u0131r oturdu\u011fu liderlik koltu\u011funu Apple’a b\u0131rakmak zorunda kald\u0131. Apple, liderli\u011fini ge\u00e7en seneye g\u00f6re de\u011ferini %28 artt\u0131rd\u0131\u011f\u0131 98,316 milyar dolarl\u0131k marka de\u011ferine bor\u00e7luyken, Coca Cola ise marka de\u011ferini son bir senede %2’lik art\u0131\u015f ile ancak 79 milyar dolara y\u00fckseltebildi.<\/p>\n

Apple, en de\u011fer 10 marka listesine ilk defa 2011 y\u0131l\u0131nda 8.s\u0131radan giri\u015f yapm\u0131\u015f; ge\u00e7en sene ise 2.s\u0131raya kadar y\u00fckselmi\u015fti.<\/p>\n

Apple’\u0131n 1., Coca Cola’n\u0131n 3.oldu\u011fu listede; bu ikili aras\u0131na ise internet devi Google girmeyi ba\u015fard\u0131. Google, ge\u00e7en seneye g\u00f6re marka de\u011ferini %34 artt\u0131rarak, y\u0131ll\u0131k bazda en fazla de\u011fer kazanan marka \u00fcnvan\u0131n\u0131 kazand\u0131rd\u0131. \u0130nternet devinin marka de\u011feri ise son art\u0131\u015fla birlikte 93 milyar dolara y\u00fckseldi.<\/p>\n

100 firman\u0131n de\u011ferlendirmeye kat\u0131larak olu\u015fturuldu\u011fu listenin ilk 10’unda Apple ve Google d\u0131\u015f\u0131nda teknoloji d\u00fcnyas\u0131ndan s\u0131ras\u0131yla IBM 4.s\u0131rada, Microsoft 5.s\u0131rada, yak\u0131n zamanda Brand Ideal isimli yeni marka stratejisini hayata ge\u00e7iren Samsung 8.s\u0131rada ve Intel 9.s\u0131rada kendilerine yer bulabildi. G\u00fcney Koreli Samsung, 8.derecesiyle Toyota ile birlikte ilk 10’a girmeyi ba\u015faran ABD d\u0131\u015f\u0131 merkezli iki firmadan biri olurken; ge\u00e7en seneye g\u00f6re marka de\u011ferini %20 artt\u0131rarak bu alanda Google ve Apple’\u0131n arkas\u0131ndan 3.s\u0131rada yer ald\u0131.<\/p>\n

Organizasyon yap\u0131s\u0131nda de\u011fi\u015fikli\u011fe giden ve yak\u0131n zamanda CEO de\u011fi\u015fikli\u011finin ya\u015fanaca\u011f\u0131 Microsoft, ge\u00e7en y\u0131la g\u00f6re marka de\u011ferini korurken; Intel’in marka de\u011feri ise %5 d\u00fc\u015f\u00fc\u015f ya\u015fayarak 37 milyar dolara geriledi.
\nInterbrand’in tepe y\u00f6neticisi Jez Frampton, listenin genel de\u011ferlendirmesinde \u015funlar\u0131 s\u00f6yledi:
\n
\n“Nadir de olsa bazen bir firma sadece \u00fcr\u00fcnleriyle de\u011fil ayr\u0131ca de\u011ferleriyle de hayat\u0131m\u0131z\u0131 de\u011fi\u015ftirir. Bu y\u00fczden, 13 y\u0131ld\u0131r Coca Cola’n\u0131n en \u00fcstte bulundu\u011fu En K\u00fcresel Markalar listesinin yeni bir lideri var: Apple. Baz\u0131 markalar, insanlar\u0131n [baz\u0131 \u015feyleri] \u00e7ok s\u0131k ama bir o kadar da kolay yapmalar\u0131na imkan sunar. Bu y\u00fczden Apple’\u0131n, sadece 3 g\u00fcnde 9 milyonluk iPhone 5c\/5s satmas\u0131n\u0131 sa\u011flayacak kadar onu seven bir m\u00fc\u015fteri ordusu var. \u00c7al\u0131\u015fmam\u0131z\u0131, oynamam\u0131z\u0131 ve ileti\u015fim kurmam\u0131zda devrim yaparken Apple estetik, basitlik ve kullan\u0131m kolayl\u0131\u011f\u0131 i\u00e7in \u00e7\u0131tay\u0131 y\u00fckseltti. \u015eimdi di\u011fer teknoloji firmalar\u0131n\u0131\u0131n bu \u00e7\u0131tay\u0131 yakalamas\u0131 beklenirken, Apple’\u0131n ise bu s\u0131n\u0131rlar\u0131 daha da yukar\u0131 ta\u015f\u0131mas\u0131 bekleniyor.
\n\"topjob\"<\/a>
\nBizim a\u00e7\u0131m\u0131zdan Apple’\u0131n i\u00e7 marka g\u00fc\u00e7l\u00fcl\u00fc\u011f\u00fc istikrar\u0131n\u0131 s\u00fcrd\u00fcr\u00fcyor. CEO Tim Cook, Apple vizyonu etraf\u0131nda s\u0131ralanm\u0131\u015f \u00e7ok g\u00fc\u00e7l\u00fc bir tak\u0131m kurdu ve bu yap\u0131 Apple’\u0131n sadece s\u00f6z vermesini de\u011fil, onlar\u0131 hayata ge\u00e7irmesine de imkan veriyor. Ge\u00e7en 12 ayda \u00fcst y\u00f6netimde \u00e7ok ciddi de\u011fi\u015fiklikler oldu ancak donan\u0131m ve yaz\u0131l\u0131m tasar\u0131m\u0131n\u0131n Jonathan Ive alt\u0131nda bir araya getirilmesi odaklanman\u0131n korunmas\u0131na do\u011fru \u00e7ok \u00f6nemli bir ad\u0131md\u0131. Bu karar, son 12 ay i\u00e7erisinde h\u0131zla evrim ge\u00e7iren pazarda Apple’\u0131n gard\u0131n\u0131 daha sert bir \u015fekilde almas\u0131n\u0131 sa\u011flad\u0131,<\/p>\n

Kaynak: donan\u0131mhaber.com<\/p>\n","protected":false},"excerpt":{"rendered":"

\u0130\u015f d\u00fcnyas\u0131nda on binlerce kez referans \u00e7al\u0131\u015fmalar\u0131n\u0131n alt\u0131na imzas\u0131n\u0131 atan pazar ara\u015ft\u0131rma \u015firketi Interbrand, 2000’den bu yana yay\u0131nlad\u0131\u011f\u0131 en de\u011ferli markalar listesini son 12 aydaki geli\u015fmeler g\u00f6z \u00f6n\u00fcne alarak yeniledi. 2013’\u00fcn en de\u011ferli markalar\u0131 listesine Apple’\u0131n Coca Cola’dan liderlik koltu\u011funu almas\u0131 ve Google’\u0131n b\u00fcy\u00fck \u00e7\u0131k\u0131\u015f\u0131 damgas\u0131n\u0131 vurdu. Kamuoyuyla New York Times’\u0131n payla\u015ft\u0131\u011f\u0131 s\u0131ralamada, d\u00fcnya tarihinin […]<\/p>\n","protected":false},"author":1,"featured_media":1083,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[51,112,255,258,364],"class_list":["post-1082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-genel","tag-apple","tag-dunyanin-en-degerli-markalari","tag-marka","tag-microsoft","tag-samsung"],"_links":{"self":[{"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=\/wp\/v2\/posts\/1082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1082"}],"version-history":[{"count":0,"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=\/wp\/v2\/posts\/1082\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=\/"}],"wp:attachment":[{"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kodcafe.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}