Özet:

For public administration; contribution of the country, public institutions, cities, universities and private institutions’ institutionalization and branding is crucial in reaching the goals and objectives set out in the strategy documents and gaining prestige. Technological developments and demands that differ also change public institutions and reveal the need for differentiation of the public service produced. The problem of how to ensure institutionalization in public institutions, how to increase the quality of public services and how to differentiate has emerged. It is aimed to reveal all dimensions of institutionalization in public institutions, to reveal whether there are examples of branding in public institutions, to examine innovations such as brand country, brand city, brand university and to reveal what institutionalization and branding can contribute to public institutions. For this reason, in this study, what is institutionalization, what are the new approaches in corporate management; how public administration, public institutions can be institutionalized, branded public institutions, how institutionalization and branding can contribute, how public institutions can contribute to institutionalization and branding has been revealed and an exemplary institutionalization scale has been included in the study. In the study, literature review, research and compilation method were used. Institutionalization, which expresses the creation of a system independent of the individual, and branding which differentiates the public service from competing institutions and creates a perception of guarantee regarding quality, have a positive contribution to the success of the country and public institutions in the competitive environment. At this point, two main functions of public administration emerge. The first is to ensure the institutionalization and branding of public institutions and public administration in general, and the second is as public institutions and generally public administration to support the institutionalization and branding of the institutions, companies, universities, cities, etc. Considering Turkey's efforts to become a brand country with Turquality, the existence of a public company and public banks that have achieved to become an international brand like Turkish Airlines with its city branding efforts, the efforts of universities to become a brand, the efforts of public institutions such as AFAD and TIKA to become a brand in humanitarian and development aid issues, it was evaluated that it would be beneficial to continue the institutionalization activities in Turkish public administration and to bring forward how Turkey can become a brand together with the public administration and public institutions.

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