Akademik Veri Yönetim Sistemi
ARTHROPOD STRUCTURE AND DEVELOPMENT, cilt.6, sa.2, ss.1325-1340, 2019 (Hakemli Dergi)
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.