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

Yıl 2017, Sayı: 83 - Avrasya'nın Siyasal İktisadı Özel Sayısı, 201 - 224, 31.10.2017

Alparslan Nas

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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