Kamu diplomasisi aracı olarak ulus markalama: Turquality örneği
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Tarih
2018-09
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Maltepe Üniversitesi, Sosyal Bilimler Enstitüsü
Erişim Hakkı
Attribution-NonCommercial-NoDerivs 3.0 United States
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
Küresel rekabet ortamında devletler siyasi, ekonomik ve askeri hegemonyalarını sürdürmek için çabalarken, “yumuşak güç” olarak tanımlanan kamu diplomasisinin ortaya çıkmasıyla etki ve ikna odaklı politikalara yönelmeye başlamışlardır. Kamu diplomasisinin bir aracı olarak ele alınan ulus markalama devletler tarafından son 20 yıldır deneyimlenmeye başlanan bir pratik haline gelmiştir. Ulusların turizm, kültürel miras, ihraç malları, iç ve dış politika, insanlar ve yatırım/göç alanlarındaki repütasyonlarını değerlendiren ulus marka endekslerinde ilk sıralarda yer alan ülkelerin olumlu bir imaja sahip olduğu görülmüştür. Türkiye’nin bu endekslerde ilk 20 sıralamasına girmeyi başaramadığı görülmektedir. Çalışmada kamu diplomasisi ve ulus markalama kavramları tartışılmış, Türkiye’nin ulus markalama çabaları irdelenmiş, ihraç ürünlerini markalama programı olan Turqualityörnek olay olarak incelenmiş, araştırma Turquality yetkilisiyle gerçekleştirilen odaklı mülakat ile desteklenmiştir. Sonuç olarak Türkiye’nin ulus markalama adına belirli stratejik çalışmalar gerçekleştirdiği saptanmıştır. Bu çalışmaların yetkinliğini artırma amacına yönelik bir ulus markalama modeli önerilmiştir.
In the global competitive environment, countries are trying to maintain their political, economic and military hegemony; however, with the emergence of public diplomacy, which is defined as the “soft power,” they have started persuasion-oriented politics. Nation branding, considered as a tool of public diplomacy, has become a practice that states have begun to experience for the last 20 years.It has been observed that the countries that have a positive image areranked first in the national brand indexes, which evaluate the reputation of the nations in tourism, cultural heritage, export goods, domestic and foreign policy, people and investment/migration fields.It is seen that Turkey, yetfailed to enter the top 20 ranking in these indexes. In this study, public diplomacy and nation branding literature were studied additionally, Turkey's nation branding efforts were discussed. Furthermore, Turquality, a marketing program for export products of Turkey, has been examined as a case study and this research was supported by a focused interview performed with the Turquality authority. As a consequence of the study, it has been determined that Turkey has carried out certain strategic studies in the name of nation branding. A national branding model was proposed to increase the competence of these studies.
In the global competitive environment, countries are trying to maintain their political, economic and military hegemony; however, with the emergence of public diplomacy, which is defined as the “soft power,” they have started persuasion-oriented politics. Nation branding, considered as a tool of public diplomacy, has become a practice that states have begun to experience for the last 20 years.It has been observed that the countries that have a positive image areranked first in the national brand indexes, which evaluate the reputation of the nations in tourism, cultural heritage, export goods, domestic and foreign policy, people and investment/migration fields.It is seen that Turkey, yetfailed to enter the top 20 ranking in these indexes. In this study, public diplomacy and nation branding literature were studied additionally, Turkey's nation branding efforts were discussed. Furthermore, Turquality, a marketing program for export products of Turkey, has been examined as a case study and this research was supported by a focused interview performed with the Turquality authority. As a consequence of the study, it has been determined that Turkey has carried out certain strategic studies in the name of nation branding. A national branding model was proposed to increase the competence of these studies.
Açıklama
Anahtar Kelimeler
public diplomacy, nation branding, kamu diplomasisi, ulus markalama, Turquality
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Akın Akyol, Mihriban
