Rekreasyonel Spor Tesislerinde Marka Kimliğinin ve İmajının Belirlenmesi

Bu araştırmada, Ankara’da bulunan özel sektöre ait rekreasyonel spor tesislerinin marka kimliğinin ve marka imajının yapılandırılma stratejilerinin belirlenmesi amaçlanmıştır. Araştırma, amaçlı örneklem yöntemlerinden ölçüt örnekleme modeline uygun olarak yürütülmüştür. Buna göre örneklem, görüşme talebini kabul eden Ankara’nın çeşitli semtlerinde bulunan (Çankaya, Etimesgut, Altındağ ve Eryaman) evreni temsil ettiği düşünülen spor işletmelerinde marka sorumlusu olarak görev yapan toplam beş kişiden oluşmaktadır. Araştırmada yarı yapılandırılmış görüşme yöntemi kullanılmış ve “betimsel analiz” yöntemi uygulanmıştır. Araştırmada elde edilen veriler, araştırma amacına dayalı olarak temalar altında toplanmıştır. İşletmelerde görev yapan marka sorumlularının marka imajı ve bilinirliğine yönelik söylemleri üç tema altında değerlendirilmiştir. Bu temalar, marka kimliğini oluşturma, marka konumlandırma stratejileri ve marka bilinirliğinin sağlanması olarak, araştırmada değerlendirilmiştir. Sonuç olarak, rekreasyon alanında hizmet veren spor işletmelerinin marka bilinirliklerini sağlamada ve marka imajlarını korumada kullandıkları izlemlerin spor sektörünü bir üst basamağa çıkarabilmek için olumlu adımlar olarak belirlenmiştir.

Anahtar Kelimeler:

rekreasyonel spor tesisleri, marka kimliği, marka imajı

Determination of Brand İdentity and İmage in Recreational Sports Facilities

The purpose of this study was to structuring the determine the brand identity and brand strategies private sector recreational sports facilities in Ankara. The design of the study was correlational and purposive sample was used. According to this, the sample consists of a total of five persons who are in charge of brand management in the sports enterprises that are considered to represent the universe in various district of Ankara (Çankaya, Etimesgut, Altındağ and Eryaman) who accept the interview request. Semi-structured interview method was used in the research and "descriptive analysis" method was applied. The data obtained in the research were collected under the themes based on the research purpose. The rhetoric about brand image and awareness of brand managers in the business are evaluated under three themes. These themes were evaluated in the research as brand identity creation, brand positioning strategies and brand awareness. As a result, the observations that the sports enterprises serving in the recreation field have used brand awareness and used to protect brand images have been determined as positive steps to take the sports sector to the top step.

Keywords:

recreational sport facilities, brand ıdentity, brand image,

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