Özet:

Countries, like companies, are competing with each other and using the marketing tools so as to promote their country in order to increase their share of tourists, investors, students and get the attention and respect of the people and media of other countries. Several researches highlighted that a strong country brand image creates competitive advantage, thus it needs to be managed carefully. It is also argued that people form an image about countries by gathering information from different sources. Among those, media is proven to be an effective source which helps people to create a perception about a country, its products, its people, its capacity etc. With the objective of exploring how the image of Turkey may be affected by the news appearing on the newspapers, a content analysis has been done on four of the UK national newspapers’ online sites in 2014. In total, 1.081 news were detected and analyzed. Although it cannot be concluded that the image of Turkey is negative or else in the UK, the analysis indicate that most of the news that has taken place in the UK media is negative. Thus it can be argued that brand image of Turkey may be deteriorated in 2014 in the UK. Therefore, a proactive country image management strategy may be suggested to prevent negative consequences.

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