Özet:

Corporate identity; it is a concept that is shaped on questions such as the field of activity of the enterprises, its aims, target audience, what it represents. The issue of identity, which distinguishes institutions from others, is also important in the context of communicating with stakeholders. When we consider this important concept for communication for radio companies in the communication sector, the main purpose of this study is to analyze the way slogans reflect corporate identity in radios in Turkey. The slogans preferred by the radios in our country, the power of representation of the slogans, and the trends of the industry are among the questions sought to be answered within the scope of the research. Within the scope of the article in which the qualitative research method was preferred, 25 radios in the most listened national category in our country were identified. Among these, the answers from the interviews with the sample were analyzed descriptively with the determined themes and codes. As a result; While the emphasis on the representation power of the slogans, which differ according to the music genre, broadcast format, and audience profile, draws attention, the interaction on the program contents, logo, jingle and visuals is seen to be strong. Another important result is that the slogans in the field of radio broadcasting tend to resemble each other in the article.

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