Branding and National Identity: The Analysis of “Turkey: Discover The Potential” Campaign

Abstract

Nation branding has been an important communication strategy for the governments all around the world in the 21st century. Functioning as a vehicle for conveying messages regarding the nation’s identity to internal and external audiences, nations are imaged and communicated to the wider audiences as brands. As a regional power with political, historical, cultural and economic significance, Turkey is one of the countries attempting at nation branding in recent years. In this regard, this article analyzes Turkey’s nation branding campaign initiated in 2015, under the slogan “Turkey: Discover the Potential”. With the analysis of elements constituting brand identity, logo and advertisements,this article aims to point out the textual and visual ways in which Turkey is branded with a particular national identity for internal and global audiences.

Keywords

• Advertising,branding,brand identity,nation branding,national identity,Turkey

Markalama ve Millî Kimlik: “Türkiye: Gücünü ve Potansiyelini Keşfet” Kampanyası Analizi

Abstract

Ulus markalama dünyanın dört bir yanındaki devletlerin 21. yüzyılda kullandıkları önemli bir iletişim stratejisi olmuştur. Bir milletin kimlik ve değerlerine dair mesajların, gerek ülke vatandaşlarına gerekse yabancı izleyicilere aktarılmasını amaçlayan ulus markalama, milletleri bir marka olarak yeniden düzenlemekte ve kitlelere duyurmaktadır. Sahip olduğu siyasi, tarihsel, kültürel ve ekonomik önem nedeniyle bölgesel bir güç olan Türkiye de yakın dönemde ulus markalama uygulayan devletlerden biridir. Bu bağlamda, bu çalışma Türkiye’nin 2015 yılında “Türkiye: Gücünü ve Potansiyelini Keşfet” sloganıyla uygulamaya koyduğu ulus markalama kampanyasını analiz etmektedir. Marka kimliği, logo ve reklamların analiziyle bu çalışma, Türk milletinin belirli bir marka kimliği inşasıyla iç ve dış izleyicilere yönelik markalanma sürecinin metinsel ve görsel pratiklerini incelemeyi hedeflemektedir.

Keywords

• Markalama,marka kimliği,millî kimlik,reklam,Türkiye,ulus markalama

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