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Citation - WoS: 1
The Reflection of Store Image on Icon Brand Perception
(Marmara Univ, Fac Communication, 2021) Ulker, Yelda; Tosun, Nurhan
Today, the increase in the number of stores has led to the emergence of many stores with similar features. The brands had to determine different strategies from stores of other brands while creating images of their stores because of this situation. In line with this purpose, brands, while creating store images, attach importance to store atmosphere elements such as color, product, packaging, store window layout, and light. In addition, the brands that want to be long-lasting and have the loyalty of the consumer today aim to become icon brands. Brands that endeavor to be icon brands also determine the elements of store atmosphere in line with this purpose. In other words, brands that care about store atmosphere differentiate and address the emotions of consumers, and usually try to become icons. In this context, the main purpose of the study is to determine whether there is a significant relationship between store image and icon brands and their sub-dimensions "brand personality", "identity myth" and brand storytelling perception. For this purpose, the research was applied to university students who consume coffee excessively, and the reflection of Starbucks' store image on icon brand perception was examined. In this context, the sample of the research consists of students of Marmara University. This is because it is the second state university with the highest student population in Istanbul and there are Starbucks stores around the campuses of Marmara University, unlike Istanbul University, which has the highest student population. In the study with a sample of 431 people, according to the regression analysis, there was a significant relationship between store image and icon brand perception. In the light of the data obtained, it is concluded that there is also a significant relationship between brand image and icon brand sub-dimensions "brand personality", "identity myth" and "brand storytelling' perception.
Toc-Thinking Process Approach for Problem Solving in Trademark Registration Process
(Future Acad, 2019) Birgun, Semra; Erol, Serpil; Alpar, A. Arzu Ceylan
Industry 4.0 has caused many changes in commerce as well as in industry. Institutions should therefore revise their strategies and make strategic decisions that will adapt to today's digital world. In the current physical or digital business competition environment, firms want to make their products more attractive by branding and delivering them to large masses. A brand is a feature that separates the product or company from the others and is an advantage both the produces and the consumer. Firms have a wider market share by ensuring the transportation and awareness of its products, and while ensuring its sustainability, consumers can gain prestige, protect their rights, and so on. The trademark must be registered in order to be valid. However, when the application was made in Turkey rejection rate of the brand has increased steadily. This situation causes great waste for the applicant and the applicant institution. In this paper, a study has been conducted with the aim of revealing how problems should be resolved by investigating the causes of rejection of applications and thus increasing the acceptance rate. In this study, Thinking Processes application was made within the framework of the Theory of Constraints approach, which aims to achieve continuous improvement by removing constraints. Thus, it is foreseen that there will be a guide on the possible mistakes of the firm managers who will make a trademark application and how these problems can be resolved. (C) 2019 Published by Future Academy www.FutureAcademy.org .UK

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