Ulus Markalama ve Beslendiği Kaynaklar: Bir Derleme

Year 2019, Volume: 8 Issue: 1, 329 - 349, 30.06.2019

Şakir Özüdoğru , A. Halûk Yüksel

Abstract

Ulus markalama, ülkelerin günümüzün küresel rekabet koşulları içinde daha fazla turistik cazibe kazanmak, insanlardan olumlu tepkiler almak, ihracatlarını arttırmak, dış yatırım ve kalifiye iş gücü çekmek için kendilerini tanıtmaları, farklılaştırılmaları yani markalaşmaları süreçlerini ifade etmektedir. 1996 yılında ilk kez Simon Anholt tarafından alanyazına kazandırılan ulus markalama kavramı görece yeni bir kavram olmasına karşın neredeyse bütün ülkelerin ilgi odağı olmuş ve farklı gelişmişlik düzeylerindeki birçok ülke tarafından ulus markalama kampanyaları uygulanmıştır. Bu çalışmada ulus markalama kavramı, kavramın tanımı ve beslendiği kaynaklar çerçevesinde konu hakkında ileride yapılacak çalışmalara ışık tutması amacıyla ele alınmıştır. Çalışmada, ulus markalama kavramı tanıtılmış, ulus markalamanın beslendiği dört temel alan olan menşe ülke çalışmaları, yer markalama, kamusal diplomasi ve ulusal kimlik çalışmaları kavramla ilişkileri, benzerlik ve farklılıkları bakımından incelenmiştir.

Keywords

Ulus markalama, Menşe ülke etkisi çalışmaları, Yer markalama, Yumuşak güç, Ulusal kimlik

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