Abstract:

If compared with other competitors in the sector, Turkish Airlines has a more original brand positioning in many ways. In this positioning, your target audience is divided into two. The first type of target audience covers a global customer segment because THY is a Star Alliance member and a airline that flies to 319 countries. In the second segment, a corporate identity strategy is followed, where local cultural concepts are emphasized for domestic customers, where the Turkish image is an emotional lead role. In the advertising and public relations studies that include this strategy, information about the quality of the services offered by THY to customers is redirected to the consumer’s feelings rather than to the individual benefit, by redirecting the quality of the services offered by THY to customers. In this study, the corporate identity strategy targeting stakeholders that are included in the second segment was studied in the 85th year of advertising specialty of THY. The theoretical foundation focused on the reasons for the existence of national emotionality developing within social memory in the solution phase has been used.

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