{"id":4238,"date":"2012-12-10T14:28:49","date_gmt":"2012-12-10T11:28:49","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=4238"},"modified":"2012-12-10T15:33:10","modified_gmt":"2012-12-10T12:33:10","slug":"interbrandin-en-yesil-markalari","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/interbrandin-en-yesil-markalari\/","title":{"rendered":"(Turkish) Interbrand\u2019\u0131n En Ye\u015fil Markalar\u0131"},"content":{"rendered":"

Sorry, this entry is only available in Turkish<\/a>. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.<\/p>

D\u00fcnyan\u0131n en sayg\u0131n dan\u0131\u015fmanl\u0131k \u015firketlerinden Interbrand ve Deloitte\u2019in iki y\u0131ld\u0131r yay\u0131nlad\u0131\u011f\u0131 \u201cEn \u0130yi Ye\u015fil Markalar Listesi\u201dnin zirvesinde bu y\u0131l Toyota var. Zaten 50 markal\u0131k listedeki sekiz araba markas\u0131ndan d\u00f6rt tanesinin (Toyota, Volkswagen, Honda ve BMW) ilk 10\u2019a girmeyi ba\u015farmas\u0131 da dikkat \u00e7ekici noktalardan biri. Bu arada Interbrand\u2019\u0131n markalara da bir uyar\u0131s\u0131 var: \u201cL\u00fctfen \u00e7evresel performans\u0131n\u0131zla g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcz aras\u0131ndaki bo\u015fluklar\u0131 doldurun\u201d. Yani ya g\u00f6r\u00fcnd\u00fc\u011f\u00fcn\u00fcz gibi olun, ya da oldu\u011funuz gibi g\u00f6r\u00fcn\u00fcn.<\/strong><\/p>\n

\"\"<\/p>\n

Ge\u00e7ti\u011fimiz Temmuz ay\u0131nda sayg\u0131n dan\u0131\u015fman\u00adl\u0131k kurulu\u015flar\u0131 Interbrand ve Deloitte \u201cEn \u0130yi Ye\u015fil Markalar Listesi\u201dni yay\u0131nlad\u0131. K\u00fcresel bazda 50 markan\u0131n yer ald\u0131\u011f\u0131 listede ilk \u00fc\u00e7te To\u00adyota, Johnson&Johnson<\/strong> ve Honda<\/strong> g\u00f6r\u00fcn\u00fcyor. In\u00adterbrand taraf\u0131ndan ilk kez 2011 y\u0131l\u0131nda yay\u0131nlanan raporun 2012 y\u0131l\u0131 versiyonunda, ge\u00e7mi\u015fi 19. y\u00fczy\u0131la kadar uzanan, \u0130ngiltere merkezli uluslararas\u0131 de\u00adnetim ve dan\u0131\u015fmanl\u0131k firmas\u0131 Deloitte\u2019in da eme\u011fi var. 1974 y\u0131l\u0131ndan beri marka dan\u0131\u015fmanl\u0131\u011f\u0131 yapan Interbrand ise, d\u00fcnya \u00e7ap\u0131nda 40 ofisiyle d\u00fcnyan\u0131n en b\u00fcy\u00fck marka dan\u0131\u015fmanl\u0131k \u015firketlerinden biri ola\u00adrak kabul ediliyor.<\/p>\n

En Ye\u015fil G\u0131da Markas\u0131 Hangisi?<\/strong><\/p>\n

2012 y\u0131l\u0131n\u0131n \u201cEn \u0130yi Ye\u015fil Markalar Listesi\u201dnde Danone <\/strong>(9), Ford<\/strong> (15), Star\u00adbucks<\/strong> (36) ve UPS<\/strong> (43), y\u0131l i\u00e7inde en h\u0131zl\u0131 y\u00fckseli\u015f kaydeden markalar aras\u0131nda say\u0131\u00adl\u0131yor. Danone\u2019nin bu h\u0131zl\u0131 y\u00fckseli\u015finin ar\u00add\u0131ndaki en b\u00fcy\u00fck fakt\u00f6rse, Carbon Trust<\/strong> kurulu\u015fuyla beraber olu\u015fturduklar\u0131 Ya\u00ad\u015fam Fonu (Livelihoods Fund)<\/strong> olmu\u015f gibi g\u00f6r\u00fcn\u00fcyor. Bu program ile Danone, kuru\u00admuna ait karbon ve su ayakizini s\u00fcrekli \u00f6l\u00e7\u00fcmlemeye ba\u015flam\u0131\u015f durumda. Yine bu raporlama faaliyeti sayesinde Danone, \u00e7evresel etkilerine an\u0131nda m\u00fcdahale ede\u00adrek geli\u015ftirdi\u011fi politikalarla, listenin en ye\u015fil g\u0131da \u015firketi olmay\u0131 ba\u015farm\u0131\u015f.<\/p>\n

2012 \u201cEn \u0130yi Ye\u015fil Markalar Listesi\u201dne genel anlamda bakt\u0131\u011f\u0131m\u0131zda en \u00e7ok oto\u00admotiv ve teknolojik \u00fcr\u00fcnler sekt\u00f6r\u00fcn\u00fcn \u00f6n plana \u00e7\u0131kt\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz. Toyota\u2019n\u0131n ye\u015fil marka konusunda lokomotifi sa\u00ady\u0131lan hibrid Prius<\/strong> modeli, bu y\u0131l Kuzey Amerika\u2019daki \u00fcretim tesislerinde \u201cs\u0131f\u0131r at\u0131k \u201chedefine de ula\u015fmay\u0131 ba\u015farm\u0131\u015f. Di\u00ad\u011fer otomotiv markalar\u0131 da yine yak\u0131t<\/strong> ve enerji verimlili\u011fi<\/strong>, zehirli gaz azalt\u0131m\u0131 gibi konulardaki at\u0131l\u0131mlar\u0131 sayesinde \u201cEn \u0130yi Ye\u015fil Markalar Listesi\u201dne girmi\u015f g\u00f6r\u00fcn\u00fc\u00adyor. Bu arada 50 markal\u0131k listedeki sekiz araba markas\u0131ndan d\u00f6rt tanesinin (Toyo\u00adta, Volkswagen, Honda<\/strong> ve BMW<\/strong>) ilk 10\u2019a girmeyi ba\u015farmas\u0131 da dikkat \u00e7ekici nokta\u00adlardan biri.<\/p>\n

Kurumsal Vatanda\u015fl\u0131k \u0130\u00e7in Ye\u015fil Anahtar<\/strong><\/p>\n

\u015eimdi gelelim \u201cEn \u0130yi Ye\u015fil Marka\u00adlar Listesi\u201dne, onun yarat\u0131c\u0131s\u0131 olan Interbrand\u2019e ve tabii bu ikilinin g\u00fcveni\u00adlirli\u011fine\u2026 Ayn\u0131 bireyler gibi, kurumlar\u0131n da, i\u00e7inden do\u011fduklar\u0131 topluma kar\u015f\u0131 hak\u00adlar\u0131 ve sorumluluklar\u0131 oldu\u011funu anlatan \u201cKurumsal Vatanda\u015fl\u0131k<\/strong>\u201d\u0131 (Corporate Citi\u00adzenship) on y\u0131ld\u0131r kendisine motto edinen Interbrand\u2019\u0131n m\u00fc\u015fterileri aras\u0131nda Gene\u00adral Electric gibi d\u00fcnya devleri de var, Fa\u00adirtrade<\/strong> (Adil Ticaret organizasyonu) gibi tamamen toplumsal fayda odakl\u0131 uluslara\u00adras\u0131 kurulu\u015flar da.<\/p>\n

\"\"<\/a><\/p>\n

Ama m\u00fc\u015fterisi kim olursa olsun Interb\u00adrand ayn\u0131 \u00e7izgi \u00fczerinden konu\u015fuyor m\u00fc\u015fterileriyle: Sosyal ve \u00e7evresel etki\u00adlerine dikkat etmeleri, insan haklar\u0131na sayg\u0131l\u0131 davranmalar\u0131, toplumsal refah\u0131n artmas\u0131na katk\u0131da bulunmalar\u0131 gerekti\u011fi\u00adni s\u00f6yl\u00fcyor. Ama ayn\u0131 insanlar gibi, ku\u00adrumlar ve y\u00f6neticileri de \u00f6d\u00fcllendirilmek ister. Interbrand\u2019\u0131n \u201cEn \u0130yi Ye\u015fil Markalar Listesi\u201dnin fikri dayana\u011f\u0131 da temel olarak bu.<\/p>\n

Peki, hangi markalar\u0131n daha ye\u015fil, daha s\u00fcrd\u00fcr\u00fclebilir oldu\u011funu nas\u0131l sapt\u0131yorlar? Daha a\u00e7\u0131k bir ifadeyle kriterler ne? \u201cEn \u0130yi Ye\u015fil Markalar Listesi\u201dnin \u00fc\u00e7 temel de\u011ferlendirme kriteri oldu\u011funu s\u00f6yleyebi\u00adliriz. \u0130lk olarak, markalar\u0131n ye\u015fil perfor\u00admanslar\u0131na<\/strong> bak\u0131l\u0131yor, yani sunulan \u00fcr\u00fcn veya hizmetin ger\u00e7ekten ye\u015fil olup olma\u00add\u0131\u011f\u0131 kontrol ediliyor. \u0130kinci olarak rapor, markalar\u0131n ye\u015fil at\u0131l\u0131mlar\u0131n\u0131n ne kadar g\u00f6r\u00fcn\u00fcr olabildi\u011fine, toplum i\u00e7in nas\u0131l ve ne b\u00fcy\u00fckl\u00fckte bir de\u011fer in\u015fa edebildi\u011fine, k\u0131saca toplumsal \u201calg\u0131<\/strong>\u201dya bak\u0131yor. Interb\u00adrand, son ad\u0131mda ise, markan\u0131n s\u00fcrd\u00fcr\u00fcle\u00adbilirlikteki ger\u00e7ek yeriyle, toplumsal alg\u0131\u00addaki yerine ve bu ikisi aras\u0131ndaki bo\u015flu\u011fa bak\u0131yor. Interbrand raporu bunun temel nedenini, bir\u00e7ok markan\u0131n y\u00fcksek \u00e7evre\u00adsel performans\u0131n\u0131 genel kamuoyuna ve t\u00fcketici kitlesine \u00e7ok da fazla yans\u0131t(a)ma\u00admas\u0131 olarak a\u00e7\u0131kl\u0131yor. Aradaki bo\u015fluk, ba\u00adsit bir \u015fekilde, performans puanlar\u0131ndan g\u00f6r\u00fcn\u00fcrl\u00fck puanlar\u0131 \u00e7\u0131kart\u0131larak bulunu\u00adyor. Bu ba\u011flamda ara\u015ft\u0131rman\u0131n raporun\u00adda, s\u00f6zgelimi Nokia, HSBC<\/strong> ve Loreal<\/strong> gibi markalar\u0131n gayet iyi ye\u015fil at\u0131l\u0131mlar yapma\u00adlar\u0131na kar\u015f\u0131n, bu kazan\u0131mlar\u0131n\u0131 m\u00fc\u015fteriye \u00e7ok da fazla yans\u0131tamad\u0131klar\u0131 a\u00e7\u0131k bir \u015fe\u00adkilde ifade ediliyor. \u00d6te yandan \u00e7evresel performansla m\u00fc\u015fteri alg\u0131s\u0131 aras\u0131nda ne\u00adgatif bir bo\u015fluk da s\u00f6z konusu olabiliyor. Mesela rapora g\u00f6re, McDonalds, Coca-Co\u00adla<\/strong> ve General Electric (GE)<\/strong> gibi markalar s\u00fcrd\u00fcr\u00fclebilirlik alan\u0131nda ger\u00e7ekle\u015ftirdik\u00adleri, m\u00fc\u015fteri alg\u0131s\u0131n\u0131n daha \u00fczerinde. \u0130yi niyetle bakarsak, iyi bir s\u00fcrd\u00fcr\u00fclebilirlik ileti\u015fimi faaliyeti y\u00fcr\u00fct\u00fcyor diyebiliriz ama her zaman oldu\u011fu gibi, ger\u00e7e\u011fin pe\u00ad\u015finden gelmedi\u011fi hi\u00e7bir \u201cimaj\u201d\u0131n hayat\u0131n\u0131 fazla s\u00fcrd\u00fcremeyece\u011fini belirtmekte de fayda var.<\/p>\n

Bunun Kriteri Ne?<\/strong><\/p>\n

Markalar\u0131n ye\u015fil performanslar\u0131n\u0131n, yani daha teknik ifadeyle \u00e7evresel etki perfor\u00admanslar\u0131n\u0131n<\/strong> \u00f6l\u00e7\u00fcm\u00fcnde ilk kriter olarak \u201cY\u00f6neti\u015fim<\/strong>\u201d ele al\u0131nm\u0131\u015f. Burada \u015firket y\u00f6netimlerinin uygulad\u0131\u011f\u0131 politikalar ve y\u00fcr\u00fcrl\u00fc\u011fe koydu\u011fu mekanizmalar\u0131n ne kadar ba\u015far\u0131l\u0131 oldu\u011fu test ediliyor. Bu noktada yap\u0131lan operasyon ve m\u00fcdahale\u00adlerin, seragaz\u0131 ve zehirli gaz sal\u0131mlar\u0131n\u0131 ne kadar d\u00fc\u015f\u00fcrebildi\u011fi, enerji ve su verimlili\u00ad\u011finde ne kadar ba\u015far\u0131l\u0131 oldu\u011fu da b\u00fcy\u00fck \u00f6nem kazan\u0131yor. \u015eirketlerin \u00e7evresel per\u00adformanslar\u0131 de\u011ferlendirilirken bir sonraki ad\u0131mda da tabii ki tedarik zinciri y\u00f6netimi, lojistik kullan\u0131m\u0131 ve \u00fcr\u00fcn \u00f6zellikleri de ele al\u0131n\u0131yor ama performans kriterlerindeki en enteresan ba\u015fl\u0131klardan biri de payda\u015f\u00adlarla ili\u015fkiler. Bu noktada \u015firketlerin kendi faaliyet alanlar\u0131yla ilgili payda\u015flar\u0131yla ne kadar i\u015fbirli\u011fi yapt\u0131\u011f\u0131, nas\u0131l ili\u015fki kurdu\u011fu da, bir ye\u015fil kriter olarak dikkate al\u0131n\u0131yor.<\/p>\n

\u201cEn \u0130yi Markalar Listesi\u201dnin ikinci te\u00admel kriter ba\u015fl\u0131\u011f\u0131 olan \u201ctoplumsal alg\u0131<\/strong>\u201d aya\u011f\u0131nda ilk \u00f6nemli kriter ise g\u00fcvenilir\u00adlik.<\/strong> Burada ara\u015ft\u0131r\u0131lan soru t\u00fcketicilerin ara\u015ft\u0131r\u0131lan markaya ne kadar kredi a\u00e7t\u0131\u011f\u0131. T\u00fcketici ilgisi dedi\u011fimizde en \u00f6nemli so\u00adrunlardan biri de \u00f6zg\u00fcnl\u00fck.<\/strong> Markan\u0131n di\u00ad\u011ferlerinden farkl\u0131 olarak ne yapt\u0131\u011f\u0131 sorusu ye\u015fil ad\u0131mlar i\u00e7in de ge\u00e7erli. Son olarak da t\u00fcketici, markalar\u0131n hayat\u0131n\u0131 zorla\u015ft\u0131rma\u00ads\u0131n\u0131 istemiyor. Di\u011fer bir deyi\u015fle markay\u0131 arad\u0131\u011f\u0131 yerde bulabilmek istiyor ve at\u0131lan s\u00fcrd\u00fcr\u00fclebilirlik ad\u0131mlar\u0131n\u0131n ne anlama geldi\u011fi konusunda \u00e7ok da karma\u015f\u0131k me\u00adsajlara maruz kalmak istemiyor.<\/p>\n

Ba\u015fta da belirtti\u011fimiz \u00fczere, hem Inter-brand hem de Deloitte marka dan\u0131\u015fman\u00adl\u0131\u011f\u0131 konusunda son derece deneyimli \u015firketler. B\u00fcy\u00fck kurulu\u015flara ak\u0131l veren kurumlar da art\u0131k markalar\u0131 bir yandan ye\u015fil yola sokmaya \u00e7al\u0131\u015f\u0131rken, bir yandan da m\u00fc\u015fterilerin g\u00f6z\u00fcnde bu yolun g\u00f6r\u00fc\u00adn\u00fcr olmas\u0131n\u0131 sa\u011flamaya \u00e7al\u0131\u015f\u0131yorlar. Mar\u00adkalara y\u00f6nelik en b\u00fcy\u00fck beklentileri ise performanslar\u0131 ve g\u00f6r\u00fcn\u00fcrl\u00fckleri aras\u0131n\u00addaki bo\u015fluklar\u0131 doldurmalar\u0131.<\/p>\n

Di\u011fer yandan t\u00fcketici de piyasa taraf\u0131ndan \u015f\u0131mart\u0131lmaya biraz al\u0131\u015fm\u0131\u015f durumda. Hem ya\u015fam kalitesinden \u00f6d\u00fcn vermek istemi\u00adyor, hem de \u201cBug\u00fcn ne kadar enerji ve su tasarrufu yapt\u0131m acaba?\u201d gibi sorularla, hesap kitap i\u015fleriyle, eline b\u00fcy\u00fcte\u00e7 al\u0131p eti\u00adket incelemekle u\u011fra\u015fmak istemiyor. Uzun laf\u0131n k\u0131sas\u0131, ye\u015fil yolun sonunda m\u00fc\u015fteri de sizi bekliyor ama baz\u0131 \u015fartlar\u0131 var. Ne diye\u00adlim, m\u00fc\u015fteri her zaman hakl\u0131d\u0131r.<\/p>\n

Ye\u015fil Marka \u015eampiyonu ABD<\/strong><\/p>\n

– En \u0130yi Ye\u015fil Markalar Listesi\u201dnin \u015fampiyon \u00fclkesi 24 marka ile ABD. ABD\u2019nin listedeki en iyi ye\u015fil markas\u0131 ise, ikinci s\u0131rada yer alan\u00a0\u00a0 Johnson&Johnson<\/strong>.<\/p>\n

– Listeye birinci s\u0131radan Toyota<\/strong>\u2019y\u0131 sokmay\u0131 ba\u015faran Japonya<\/strong>, yedi markayla, Almanya<\/strong>\u2019yla ikincili\u011fi payla\u015f\u0131yor. Almanya\u2019n\u0131n en iyi ye\u015fil markas\u0131 ise, d\u00f6rd\u00fcnc\u00fc s\u0131raya yerle\u015fen Volkswagen<\/strong>.<\/p>\n

– Son d\u00f6nemde ciddi ye\u015fil at\u0131l\u0131mlarla g\u00f6z dolduran G\u00fcney Kore<\/strong> listede iki markayla temsil ediliyor. G\u00fcney Kore markalar\u0131ndan Hyundai 17. ve Samsung<\/strong> 25. s\u0131rada yer al\u0131yor.<\/p>\n

– \u00c7evre politikalar\u0131na \u00f6nem vermesiyle bilinen \u0130sve\u00e7 <\/strong>de, \u201cEn \u0130yi Ye\u015fil Markalar Listesi\u201dnde iki markayla temsil ediliyor. Evimizin her \u015feyi IKEA<\/strong> 39. , son d\u00f6nemin pop\u00fcler giyim markalar\u0131ndan H&M<\/strong> ise 46. s\u0131rada.<\/p>\n

Kaynak: EKOIQ<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Sorry, this entry is only available in Turkish. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.D\u00fcnyan\u0131n en sayg\u0131n dan\u0131\u015fmanl\u0131k \u015firketlerinden Interbrand ve Deloitte\u2019in iki y\u0131ld\u0131r yay\u0131nlad\u0131\u011f\u0131 \u201cEn \u0130yi Ye\u015fil Markalar Listesi\u201dnin zirvesinde bu y\u0131l Toyota var. Zaten 50 […]<\/p>\n","protected":false},"author":1,"featured_media":4239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[53,52],"tags":[1292,1290,1294,67,12,1291,1293,1289],"views":2671,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/4238"}],"collection":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/comments?post=4238"}],"version-history":[{"count":13,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/4238\/revisions"}],"predecessor-version":[{"id":4260,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/4238\/revisions\/4260"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/4239"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=4238"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=4238"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=4238"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}