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ARTICLE · 06 SEPTEMBER 2022

Market Intelligence Thought Leadership Award Winner

Çatı / Şemsiye Markalarda Benzerlik Değerlendirmesi

Gün + Partners
Gün + Partners
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Gün + Partners

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Aynı zamanda ana marka olarak da adlandırılan çatı/şemsiye marka, adından da anlaşılacağı üzere, adeta bir çatı görevi üstelenerek şirketlerin yarattığı marka ailelerini bir arada tutmaya yarayan bir üst kavramdır.

TurkeyIntellectual Property
Di̇lan Sıla Kayalıca
Di̇lan Sıla Kayalıca
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Aynı zamanda ana marka olarak da adlandırılan çatı/şemsiye marka, adından da anlaşılacağı üzere, adeta bir çatı görevi üstelenerek şirketlerin yarattığı marka ailelerini bir arada tutmaya yarayan bir üst kavramdır.

Çatı markalar, üst firmayı vurgulama ve tüketici gözünde belirli bir imaj yaratma işlevi güden işaretlerdir. Çünkü tüketicilerin çatı marka işaretini ürün ya da hizmetler üzerinde görmeleriyle zihinlerinde belirli bir firma ve o firmanın çatı markasına bağlı olarak ortaya koyduğu, alışılagelmiş bir kalite, garanti ve imaj şekillenir.

Çatı markalara örnek olarak Apple, Google, Ülker, P&G gibi sayısız marka gösterilebilir. Apple için MacBook, iPhone, iPad; Google için Chrome, Play, Gmail; Ülker için Çizi, Biskrem, Hanımeller; P&G için Head & Shoulders, Pampers, Ariel; gibi markalar, ilgili çatı marka altında yer alan alt markalara örnek verilebilir.

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