ULUSLARARASI MODA ÜRÜNLERİNDE KULLANILAN SEMBOLLERİN MARKA KİMLİĞİNE KATKISI
CONTRIBUTION OF THE SYMBOLS USED AT THE INTERNATIONAL FASHION PRODUCTS TO THE TRADEMARK IDENTITY

Summary/Abstract: The number of the firms which provide service and products that have the same quality within the fashion products has been increasing recently. In order to get sustainability at the international market, and to be able to provide service and goods that have high added value, these products are to be gained a trademark identity. More than being a logo or a name, a trademark actually means expressing and transferring the thoughts and emotions of the consumers about the institution and its products. Product and trademark are the two concepts that are interdependent, tightly connected to each other. The success of the product is closely related to the trademark. Trademarks should be organised according to strategic plans and decisions and every single step must be taken in coherence. Creating a trademark 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. İn 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.

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