Özet:

Based on neo-liberal policies and rapid technological developments, the radical transformations of the process after 1980 have also brought the developments that restructed the media sector. The growing relationship of public service publishers with the market is closely linked to these developments. This situation leads them to feel more and more the tension between keeping their basic principles and values and their efforts to maintain their assets by adapting to market conditions. The branding efforts that have begun to spread in recent years also appear as a direction to be assessed on the basis of these developments. The reflections of this trend are becoming increasingly in the forefront in all countries where public units are broken and public service publishers are beginning to hear the need to compete with market players. In particular, under the domination of the global media structure, public service publishers’ markup efforts are becoming of international importance and quality. In this framework, the study focuses on the process and causes of the appearance in public service publishing of the branding tendency that dominates the media sector. The reasons why public service publishers adopt the branding tendency, the significance and importance of the branding strategies and the brands they produce in their respects are questioned. At this point, a approach is adopted that the branding tendency of public service publishing should not be addressed only on the basis of economic priorities and concerns. It is also said that the branding is important in terms of public service publishers’ assets and location forms in the area.