"Debranding" is a strategy used by large and leading enterprises in their sector. Debranding covers removing brand names and slogans from the logo and using the logo with visual elements in all marketing communications. The aim of this study is to determine the potential of the most powerful and most valuable Turkish brands to implement the "debranding" strategy and to develop recommendations for the enterprises that can implement this strategy. Turkey's most powerful and most valuable 24 brand logo has been chosen as samples determined by Brand Finance. As a result of the document analysis method; concluded that the adaptation of logos with "debranding" is in the "harmony" category, and in logo designs the "naturalness" and "elaborateness" category are the less seen features. It is also suggested that design simpler logo without name/ slogan.
Yayımlanma Tarihi : 28 Aralık 2019
|APA||ÖZBAKIR UMUT, M . (2019). Türk Markalarının "Debranding" Stratejisine Uyumu. Galatasaray Üniversitesi İletişim Dergisi , (31) , 233-250 . DOI: 10.16878/gsuilet.638282|