CONTRIBUTION OF THE SMBOLS USED AT THE TURKISH FASHION PRODUCTS TO THE TRADEMARK IDENTITY
TÜRK MODA ÜRÜNLERİNDE KULLANILAN SEMBOLLERİN MARKA KİMLİĞİNE KATKISI

Author : Fatma Seçil KARAYEL
Number of pages : 368-378

Abstract

While theb rapid growth of world population with the development and spread of technology standardized the features and quality of the products, the effectiveness of the sales management, which emphesized the advantages of the goods and services, also decreased. Even if it is possible today to present a certain goods with certain advantages to the market it is known that it is very difficult for the company to maintain this superiority for a long time. In the world economy where the competitors entered the market with similar products and even with better products and also where technology changed in a short time, the concept of “brand” is emerging as an effective weapon that determines competitive power. Creating a treadmark is a process consisting of many componants. The name, symbol of the trademark -as being one of these components at this process- appeals the visual senses with its colour, shape and design, and reinforces the trademark value. In this study, by using literature review, symbols, shapes and colours used at the symbols of trademarks -which have gained a place in the fashion industry- will be analysed, and in the light of the findings, their contribution to the trademark will be evaluated.

Keywords

Trademark, Fashion, Symbol

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