The Analysis of Brand Personality of Country: “Home of Turkey” Campaign


Zeybek B.

ARTHROPOD STRUCTURE AND DEVELOPMENT, vol.6, no.2, pp.1325-1340, 2019 (Peer-Reviewed Journal)

  • Publication Type: Article / Article
  • Volume: 6 Issue: 2
  • Publication Date: 2019
  • Journal Name: ARTHROPOD STRUCTURE AND DEVELOPMENT
  • Journal Indexes: TR DİZİN (ULAKBİM)
  • Page Numbers: pp.1325-1340
  • Istanbul University Affiliated: No

Abstract

Creating a successful country brand makes various economic contributions to a country. There are lots of incentives for designing a strong country brand and all of these contribute to the wealth of country’s citizens. Country brand may be developed based on various aspects of the cities of that country such as celebrities or famous groups, television programs, important cultural heritages and natural beauties, foods, drinks or behavioural patterns. The personality portrayed is important in a country’s branding process. The concept of brand personality basically defines the human features attributed to a brand. The first information about brand personality; the name, logo, emblem of the brand, the colors it chooses, ie appearance, in other words corporate identity is obtained from. This first appearance of the brand’s young-mature, hot-cold, dynamic-static, innovative-traditionalist, elite-ordinary, female-male, protective-rebel, local-universal etc. provides various information. Also tells the value and style of the brand. In this context, the article aims to present how a brand personality is portrayed through the promotion films Turkey uses in branding process. Within the scope of the research, country promotion films, which are published with the slogan “Home of Turkey” in the branding process of Turkey, were investigated with content analysis method. As far as findings related to Turkey’s brand personality are concerned, while attractive personality aspects were found to come to the forefront, it was determined that the focus is on portraying an enthusiastic and excited personality. In this context, this study aims to analyze the brand personality of Turkey and contibute into the design of its brand strategies towards the next periods of Turkey. Keywords: Country Branding, Brand Personality, Turkey, Country Image, Publicity Films.