NATION BRANDING: THE CASE OF TÜRKİYE

Yıl 2024, Cilt: 3 Sayı: 4, 151 - 186, 31.07.2024

Bahadır Küçükhıdır

Öz

The concept of nation branding has also begun to gain importance since the end of the first decade of the 2000s. The nation branding process, which provides economic returns to countries, offers the advantage of being a center of attraction, and also increases recognition, has been given importance by many countries and started to be used as one of the tools of soft power.
After the Cold War, it has become important to come to the fore in economic competition, which is a new field of competition and battle, to highlight and promote nation brands, and to improve the image of the nation and country while doing this. Being able to sell products to the world and ensuring that the nation identifies with the quality of the product has been one of the main goals of states in the 21st century.
Turkey, like other countries, has started to attach importance to nation branding over time and to produce projects in this field. Although Turkey is not currently a brand among the world's top 100 brands, both the public and private sectors in Turkey have carried out serious work and produced projects in this field.
In this study, the concept of nation branding will be discussed in detail from the perspective of Türkiye. However, answers to the following questions will be sought: Are Turkey's nation branding moves successful? How powerful are Turkey's nation branding tools? Which of the nation branding goals has Türkiye been able to achieve?

Anahtar Kelimeler

nation branding, power, brand

ULUS MARKALAMA: TÜRKİYE ÖRNEĞİ

Öz

Ulus markalama kavramı da 2000’li yılların ilk 10 yılının sonlarından itibaren önem kazanmaya başlamıştır. Ülkelere ekonomik getiriler sağlayan, cazibe merkezi olma avantajı sunan aynı zamanda da tanınırlığını arttıran ulus markalama süreci birçok ülke tarafından önem atfedilerek yumuşak gücün araçlarından birisi olarak kullanılmaya başlanmıştır.
Soğuk Savaş düzeni sonrasında yeni rekabet ve savaş alanı olan ekonomik rekabette ön plana geçebilmek ve ulus markalarını ön plana çıkararak tanıtabilmek ve bunu gerçekleştirirken de ulus ve ülke imajını geliştirebilmek önem kazanmıştır. Dünyaya ürün satabilmek ve bunu gerçekleştirirken de ürünün kalitesi ile ulusun özdeşleştirilmesini sağlayabilmek 21. Yüzyılda devletlerin temel amaçlarından birisi olmuştur.
Türkiye de diğer ülkeler gibi ulus markalamaya zamanla önem atfetmeye ve bu alanda projeler üretme yoluna gitmiştir. Hali hazırda dünyanın ilk 100 markasının içerisinde Türkiye’nin bir markası olmasa da bu alanda Türkiye’de hem kamu hem özel sektör bir arada ciddi çalışmalar gerçekleştirmiş ve projeler üretmişlerdir.
Bu çalışmada ulus markalama kavramına Türkiye açısından da bakılarak detaylı olarak ele alınacaktır. Bununla birlikte şu sorulara cevap aranacaktır: Türkiye’nin ulus markalama hamleleri başarılı mıdır? Türkiye’nin ulus markalama araçlarının gücü ne kadardır? Türkiye ulus markalama amaçlarından hangilerine ulaşabilmiştir?

Anahtar Kelimeler

ulus markalama, Türkiye, marka

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