Marka Kavramı ve İç Mekân Tasarım İlişkisi, Baskın, Yarı Baskın ve Geleneksel Yöntemlerin Kahve Dükkanları Üzerinden Değerlendirilmesi

Abstract

By the late 20th century, the importance of brand and branding concepts has been increasing for both developed and developing companies. Many companies have made many attempts to brand their trade names and are ready to pay high advertising costs for this cause. One of the mentioned branding initiatives is the work on interior design. In this research, how brand and branding concepts affect the interior design of the firms will be examined and supported with examples from the world and Turkey. In the first part of the study, the scope, aim and methodology of the thesis will be explained..In the second part, identity and brand concepts will be examined and their progress and history over time in both Turkey and the world will be underlined. The importance of branding today will be explained and then its relationship with corporate identity will be examined. In the third part of the study, the factors that affect brand choices of consumers’ purchase of products or services and consumer buying behaviors will be analyzed. In the fourth chapter, the concept of space will be briefly mentioned and its relationship with the brand concept, which was stated in the second part, will be evaluated. Moreover, the different types of firm attitudes towards interiors and the way they use design elements will be examined by sampling over the world and Turkey. In the final chapter, the interiors of three different brands which are serving in the same sector and designing spaces with different methods (dominant, semi-dominant and traditional) will be analyzed.