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

Year 2017, Issue: 83 - Special Issue on Eurasian Political Economy, 201 - 224, 31.10.2017

Alparslan Nas

Abstract

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.

Keywords

Advertising branding brand identity nation branding national identity Turkey

References

  • Aksungur, Aslı Gündoğdu (2008). Turizmde Markalaşma Ve Tanıtma Faaliyetlerinin Önemi: İspanya Ve Türkiye’nin Karşılaştırmalı Analizi. Unpublished Speciality (Uzmanlık) Thesis. Ankara: TC. Kültür ve Turizm Bakanlığı.
  • Anderson, Benedict (1991). Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso.
  • Anholt, Simon (1998). “Nation brands of the twenty-first century”. The Journal of Brand Management 5(6): 395-406.
  • (2000). Another One Bites the Grass: Making Sense of International Advertising. New York: Wiley.
  • (2003). Brand new justice: The upside of global branding. Oxford: Butterworth-Heinemann.
  • (2007). Competitive identity: The new brand management for nations, cities and regions. New York: Palgrave Macmillan.
  • Aronczyk, Melissa (2013). Branding the Nation: The Global Business of National Identity. Oxford: Oxford University Press.
  • Bolin, Goran and Per Stahlberg (2010). “Between Community and Commodity. Nationalism and Nation Branding”. Eds. A. Roosvall and I. S. Moring. Communicating the Nation. National Topographies of Global Media Landscapes. Goteborg: Nordicom. 79-101.
  • Choi, DaeYong and Pan Suk Kim (2014). “Promoting a Policy Initiative for Nation Branding: The Case of South Korea”. Journal of Comparative Asian Development 13(2): 346-368.
  • Christensen, Christian (2013). “@Sweden: Curating a Nation on Twitter”. Popular Communication (11): 30-46.
  • Dinnie, Keith (2008). Nation Branding: Concepts, Issues, Practice. London: Elsevier.
  • Encyclopædia Britannica (2016). “Kufic script”, Retrieved February 1, 2016, from Encyclopædia Britannica Online: http://global.britannica.com/art/Kufic-script.
  • Erdoğan, Recep Tayyip (2014a, September 9). Ürünlerimizi yeni logo ve ‹›Gücü Keşfet›› sloganı ile tanıtacağız (We will publicize our products with a new logo and ‹Discover the Power’ slogan). Retrieved February 1, 2016, from Anadolu Agency: http://aa.com.tr/tr/turkiye/urunlerimizi-yeni-logo-ve-gucu-kesfet-slogani-ile-tanitacagiz/115867
  • Erdoğan, Recep Tayyip (2014b, September 28). “Türkiye Logosu ve ‘Gücü Keşfet’ Sloganı, Yeni Türkiye’nin Özgüveninin Simgesidir”. Retrieved February 1, 2016, from Republic of Turkey Presidency: http://www.tccb. gov.tr/haberler/410/1385/turkiye-logosu-ve-gucu-kesfet-slogani-yeni-turkiyenin-ozguveninin-simgesidir.html
  • Fauve, Adrien (2015). “Global Astana: nation branding as a legitimization tool for authoritarian regimes”. Central Asian Survey 34(1): 110-124.
  • Güler, Hülya (2015, December 25). Başbakan Türkiye Markası’nın böyle tanıttı: GÜCÜ KEŞFET. Retrieved February 1, 2016, from Hürriyet: http://www.hurriyet.com.tr/basbakan-turkiye-markasinin-boyle-tanitti-gucu-kesfet-40032057
  • Guidelines, Turkey DTP (2015). Turkey: Discover the Potential Basic Elements Guidelines.
  • Iwabuchi, Koichi (2015). “Pop-Culture Diplomacy in Japan: soft power, nation branding, and the `question of cultural exchange`”. International Journal of Cultural Policy 21(4): 419-432.
  • Jansen, Sue Curry (2008). “Designer Nations: Neoliberal Nation Branding - Brand Estonia”. Social Identities 14(1): 121-142.
  • Jordan, Paul (2014). “Nation Branding: A Tool for Nationalism?”. Journal of Baltic Studies 45(3): 283-303.
  • Kaneva, Nadia (2011). “Nation Branding: Toward an Agenda for Critical Research”. International Journal of Communication (5): 117–141.
  • Khamis, Susie (2012). “Brand Australia: half truths for a hard sell”. Australian Studies 36(1): 49-63.
  • Knott, Brendon, Fyall, Alan and Ian Jones (2013). “The Nation-Branding Legacy of the 2010 FIFA World Cup for South Africa”. Journal of Hospitality Marketing & Management (22): 569-595.
  • Kotler, Philip, Haider, Donald and Irving Rein (1993). Marketing places: Attracting investment, industry, and tourism to cities, states, and nations. New York: Free Press.
  • Loftsdóttir, Kristín (2015). “The Exotic North: Gender, Nation Branding and Post-colonialism in Iceland”. NORA—Nordic Journal of Feminist and Gender Research 23(4): 246–260.
  • Miazhevich, Galina (2012). “Ukrainian Nation Branding Off-line and Online: Verka Serduchka at the Eurovision Song Contest”. Europe-Asia Studies 64(8): 1505-1523.
  • Moor, Liz (2007). The Rise of Brands. Oxford & New York: Berg.
  • Morgan, Nigel, Pritchard, Annette and Roger Pride (2002). Destination branding: Creating the unique destination proposition. Oxford: Butterworth-Heinemann.
  • Nas, Alparslan (2017). Ulus Markalama: Dünyadan Örneklerle Kuram ve Uygulama (Nation Branding: Theory and Practice with Worldwide Applications). İstanbul: Kriter Yayınevi.
  • Ortaç, H. Serpil (2010). “Çankırı Kızılırmak İlçesi Kuzeykışla Ve Güneykışla Köyü Kilim Dokumaları» (Kilim Weavings in Çankırı Province, Kızılırmak District Kuzeykışla and Güneykışla Villages). Millî Folklor (86): 140-148.
  • Panagiotopoulou, Roy (2012). “Nation Branding and the Olympic Games: New Media Images for Greece and China”. The International Journal of the History of Sport 29 (16): 2337–2348.
  • Pelan, Rebecca (2012). “Brand Ireland or Ireland Branded: Versions of Irish Identity”. ANQ: A Quarterly Journal of Short Articles, Notes and Reviews 25 (1): 3-9.
  • Raya, Nina M., and John P. Bieterb (2015). “‘It broadens your view of being Basque’: identity through history, branding, and cultural policy”. International Journal of Cultural Policy 21 (3): 241-257.
  • Sinclair, John (2008). “Branding and Belonging”. Journal of Cultural Economy 1 (2): 217-231.
  • Turkish Exporters Assembly (2015). “Turkey Discover The Potential bir marka değildir, tüm dünyaya bir tekliftir”. Retrieved February 1, 2015, from Turkish Exporters Assembly: http://www.tim.org.tr/tr/aktuel-timden-haberler-turkey-discover-the-potential-bir-marka-degildir-tum-dunyaya-bir-tekliftir.html
  • Ulldemolins, Joaquim Rius and Mariano Martín Zamorano (2015). “Spain’s nation branding project Marca España and its cultural policy: the economic and political instrumentalization of a homogeneous and simplified cultural image”. International Journal of Cultural Policy 21(1): 20-40.
  • Valaskivi, Katja (2013). “A Brand New Future? Cool Japan and the Social Imaginary of the Branded Nation”. Japan Forum 25 (4): 485-504.
  • Vitic, Andriela and Greg Ringer (2008). “Branding post-conflict destinations: Recreating Montenegro After the Disintegration of Yugoslavia”. Journal of Travel & Tourism Marketing 23 (2-4): 127-137.
  • Volcic, Zala (2009). “Television in the Balkans: The rise of commercial nationalism”. Eds. Graeme Turner and Jinna Tay. Television Studies After TV: Understanding Television in the Post-Broadcast Era. London: Routledge. 115-124.
  • Volcic, Zala and Mark Andrejevic (2011). “Nation Branding in the Era of Commercial Nationalism”. International Journal of Communication 5: 598-618.
  • Volcic, Zala, Erjavec, Karmen and Mallory Peak (2014). “Branding Post-War Sarajevo: Journalism, memories, and dark tourism”. Journalism Studies 15 (6): 726–742.

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

Year 2017, Issue: 83 - Special Issue on Eurasian Political Economy, 201 - 224, 31.10.2017

Alparslan Nas

Abstract

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.

Keywords

Markalama marka kimliği millî kimlik reklam Türkiye ulus markalama

References

  • Aksungur, Aslı Gündoğdu (2008). Turizmde Markalaşma Ve Tanıtma Faaliyetlerinin Önemi: İspanya Ve Türkiye’nin Karşılaştırmalı Analizi. Unpublished Speciality (Uzmanlık) Thesis. Ankara: TC. Kültür ve Turizm Bakanlığı.
  • Anderson, Benedict (1991). Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso.
  • Anholt, Simon (1998). “Nation brands of the twenty-first century”. The Journal of Brand Management 5(6): 395-406.
  • (2000). Another One Bites the Grass: Making Sense of International Advertising. New York: Wiley.
  • (2003). Brand new justice: The upside of global branding. Oxford: Butterworth-Heinemann.
  • (2007). Competitive identity: The new brand management for nations, cities and regions. New York: Palgrave Macmillan.
  • Aronczyk, Melissa (2013). Branding the Nation: The Global Business of National Identity. Oxford: Oxford University Press.
  • Bolin, Goran and Per Stahlberg (2010). “Between Community and Commodity. Nationalism and Nation Branding”. Eds. A. Roosvall and I. S. Moring. Communicating the Nation. National Topographies of Global Media Landscapes. Goteborg: Nordicom. 79-101.
  • Choi, DaeYong and Pan Suk Kim (2014). “Promoting a Policy Initiative for Nation Branding: The Case of South Korea”. Journal of Comparative Asian Development 13(2): 346-368.
  • Christensen, Christian (2013). “@Sweden: Curating a Nation on Twitter”. Popular Communication (11): 30-46.
  • Dinnie, Keith (2008). Nation Branding: Concepts, Issues, Practice. London: Elsevier.
  • Encyclopædia Britannica (2016). “Kufic script”, Retrieved February 1, 2016, from Encyclopædia Britannica Online: http://global.britannica.com/art/Kufic-script.
  • Erdoğan, Recep Tayyip (2014a, September 9). Ürünlerimizi yeni logo ve ‹›Gücü Keşfet›› sloganı ile tanıtacağız (We will publicize our products with a new logo and ‹Discover the Power’ slogan). Retrieved February 1, 2016, from Anadolu Agency: http://aa.com.tr/tr/turkiye/urunlerimizi-yeni-logo-ve-gucu-kesfet-slogani-ile-tanitacagiz/115867
  • Erdoğan, Recep Tayyip (2014b, September 28). “Türkiye Logosu ve ‘Gücü Keşfet’ Sloganı, Yeni Türkiye’nin Özgüveninin Simgesidir”. Retrieved February 1, 2016, from Republic of Turkey Presidency: http://www.tccb. gov.tr/haberler/410/1385/turkiye-logosu-ve-gucu-kesfet-slogani-yeni-turkiyenin-ozguveninin-simgesidir.html
  • Fauve, Adrien (2015). “Global Astana: nation branding as a legitimization tool for authoritarian regimes”. Central Asian Survey 34(1): 110-124.
  • Güler, Hülya (2015, December 25). Başbakan Türkiye Markası’nın böyle tanıttı: GÜCÜ KEŞFET. Retrieved February 1, 2016, from Hürriyet: http://www.hurriyet.com.tr/basbakan-turkiye-markasinin-boyle-tanitti-gucu-kesfet-40032057
  • Guidelines, Turkey DTP (2015). Turkey: Discover the Potential Basic Elements Guidelines.
  • Iwabuchi, Koichi (2015). “Pop-Culture Diplomacy in Japan: soft power, nation branding, and the `question of cultural exchange`”. International Journal of Cultural Policy 21(4): 419-432.
  • Jansen, Sue Curry (2008). “Designer Nations: Neoliberal Nation Branding - Brand Estonia”. Social Identities 14(1): 121-142.
  • Jordan, Paul (2014). “Nation Branding: A Tool for Nationalism?”. Journal of Baltic Studies 45(3): 283-303.
  • Kaneva, Nadia (2011). “Nation Branding: Toward an Agenda for Critical Research”. International Journal of Communication (5): 117–141.
  • Khamis, Susie (2012). “Brand Australia: half truths for a hard sell”. Australian Studies 36(1): 49-63.
  • Knott, Brendon, Fyall, Alan and Ian Jones (2013). “The Nation-Branding Legacy of the 2010 FIFA World Cup for South Africa”. Journal of Hospitality Marketing & Management (22): 569-595.
  • Kotler, Philip, Haider, Donald and Irving Rein (1993). Marketing places: Attracting investment, industry, and tourism to cities, states, and nations. New York: Free Press.
  • Loftsdóttir, Kristín (2015). “The Exotic North: Gender, Nation Branding and Post-colonialism in Iceland”. NORA—Nordic Journal of Feminist and Gender Research 23(4): 246–260.
  • Miazhevich, Galina (2012). “Ukrainian Nation Branding Off-line and Online: Verka Serduchka at the Eurovision Song Contest”. Europe-Asia Studies 64(8): 1505-1523.
  • Moor, Liz (2007). The Rise of Brands. Oxford & New York: Berg.
  • Morgan, Nigel, Pritchard, Annette and Roger Pride (2002). Destination branding: Creating the unique destination proposition. Oxford: Butterworth-Heinemann.
  • Nas, Alparslan (2017). Ulus Markalama: Dünyadan Örneklerle Kuram ve Uygulama (Nation Branding: Theory and Practice with Worldwide Applications). İstanbul: Kriter Yayınevi.
  • Ortaç, H. Serpil (2010). “Çankırı Kızılırmak İlçesi Kuzeykışla Ve Güneykışla Köyü Kilim Dokumaları» (Kilim Weavings in Çankırı Province, Kızılırmak District Kuzeykışla and Güneykışla Villages). Millî Folklor (86): 140-148.
  • Panagiotopoulou, Roy (2012). “Nation Branding and the Olympic Games: New Media Images for Greece and China”. The International Journal of the History of Sport 29 (16): 2337–2348.
  • Pelan, Rebecca (2012). “Brand Ireland or Ireland Branded: Versions of Irish Identity”. ANQ: A Quarterly Journal of Short Articles, Notes and Reviews 25 (1): 3-9.
  • Raya, Nina M., and John P. Bieterb (2015). “‘It broadens your view of being Basque’: identity through history, branding, and cultural policy”. International Journal of Cultural Policy 21 (3): 241-257.
  • Sinclair, John (2008). “Branding and Belonging”. Journal of Cultural Economy 1 (2): 217-231.
  • Turkish Exporters Assembly (2015). “Turkey Discover The Potential bir marka değildir, tüm dünyaya bir tekliftir”. Retrieved February 1, 2015, from Turkish Exporters Assembly: http://www.tim.org.tr/tr/aktuel-timden-haberler-turkey-discover-the-potential-bir-marka-degildir-tum-dunyaya-bir-tekliftir.html
  • Ulldemolins, Joaquim Rius and Mariano Martín Zamorano (2015). “Spain’s nation branding project Marca España and its cultural policy: the economic and political instrumentalization of a homogeneous and simplified cultural image”. International Journal of Cultural Policy 21(1): 20-40.
  • Valaskivi, Katja (2013). “A Brand New Future? Cool Japan and the Social Imaginary of the Branded Nation”. Japan Forum 25 (4): 485-504.
  • Vitic, Andriela and Greg Ringer (2008). “Branding post-conflict destinations: Recreating Montenegro After the Disintegration of Yugoslavia”. Journal of Travel & Tourism Marketing 23 (2-4): 127-137.
  • Volcic, Zala (2009). “Television in the Balkans: The rise of commercial nationalism”. Eds. Graeme Turner and Jinna Tay. Television Studies After TV: Understanding Television in the Post-Broadcast Era. London: Routledge. 115-124.
  • Volcic, Zala and Mark Andrejevic (2011). “Nation Branding in the Era of Commercial Nationalism”. International Journal of Communication 5: 598-618.
  • Volcic, Zala, Erjavec, Karmen and Mallory Peak (2014). “Branding Post-War Sarajevo: Journalism, memories, and dark tourism”. Journalism Studies 15 (6): 726–742.
There are 41 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Alparslan Nas

Publication Date October 31, 2017
Published in Issue Year 2017 Issue: 83 - Special Issue on Eurasian Political Economy

Cite

APA Nas, A. (2017). Branding and National Identity: The Analysis of “Turkey: Discover The Potential” Campaign. Bilig(83), 201-224.
AMA Nas A. Branding and National Identity: The Analysis of “Turkey: Discover The Potential” Campaign. Bilig. October 2017;(83):201-224.
Chicago Nas, Alparslan. “Branding and National Identity: The Analysis of ‘Turkey: Discover The Potential’ Campaign”. Bilig, no. 83 (October 2017): 201-24.
EndNote Nas A (October 1, 2017) Branding and National Identity: The Analysis of “Turkey: Discover The Potential” Campaign. Bilig 83 201–224.
IEEE A. Nas, “Branding and National Identity: The Analysis of ‘Turkey: Discover The Potential’ Campaign”, Bilig, no. 83, pp. 201–224, October 2017.
ISNAD Nas, Alparslan. “Branding and National Identity: The Analysis of ‘Turkey: Discover The Potential’ Campaign”. Bilig 83 (October 2017), 201-224.
JAMA Nas A. Branding and National Identity: The Analysis of “Turkey: Discover The Potential” Campaign. Bilig. 2017;:201–224.
MLA Nas, Alparslan. “Branding and National Identity: The Analysis of ‘Turkey: Discover The Potential’ Campaign”. Bilig, no. 83, 2017, pp. 201-24.
Vancouver Nas A. Branding and National Identity: The Analysis of “Turkey: Discover The Potential” Campaign. Bilig. 2017(83):201-24.
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