Corporate identity implementations in the first yearsd of the Republic of Turkey: Case studies of Ziraat Bank and Is Bank (1923-1945)

In the history of humanity, the concept of money, which is used in the exchange of goods and services, is a significant element with roots dating back to the history of civilization and forming the foundation of economic relations. Preserving money, earning it, and gaining profit from others' money require planning. In this context, banks come to mind as one of the institutions. Banks hold great importance as fundamental pillars of the economic system. The functions of banks contribute to supporting economic growth, leading to financial stability and assuming important roles in meeting customers' needs. The bank's public relations practices are of significant importance in establishing effective communication with customers, instilling a sense of trust in them, and managing its connection with society. This thesis focuses on the analysis of the corporate narratives and activities of Ziraat Bank and Is Bank, the first two banks of the Republican era, which have been passed down from generation to generation and continue to have an ongoing impact today. This research aims to examine the public relations efforts of Ziraat Bank and Is Bank between 1923 and 1945, in order to shed light on the changes in their corporate narratives from a historical perspective. The activities of Ziraat Bank and Is Bank between 1923 and 1945 have been analyzed in the context of service function and corporate identity in public relations, moving beyond their banking functions. The research investigates how public relations practices were shaped in the early years of the Republic, the key elements that stood out in the corporate communication efforts of Ziraat Bank and Is Bank during this period, and the role of their corporate communication in societal transformation between 1923 and 1945. To achieve these objectives, the study employs a case study analysis method, focusing on the period between 1923 and 1945, and examines the activities of the two banks within the framework of service function and corporate identity in public relations. The analysis is conducted through four distinct themes: corporate activities, societal activities, educational activities, and socio-cultural activities. With the proclamation of the Republic in 1923, Ziraat Bank and Is Bank made significant contributions to the country's efforts towards economic, social, educational, and socio-cultural modernization. Both banks carried out their corporate communication campaigns focusing on elements such as savings, piggy banks, and human figures. While Türkiye İş Bankası provided a wide range of services, Ziraat Bank supported the rural areas by focusing on the agricultural sector. Ziraat Bank facilitated agricultural development by offering credit opportunities to farmers and leading the spread of modern farming techniques. Additionally, it engaged in important activities in agricultural education and cooperatives. On the other hand, Is Bank contributed to the education of the younger generation through educational projects and supported culture, art, and sports, thus making significant contributions to the cultural and social development of society. Ziraat Bank and Is Bank have played a significant role not only in the field of banking but also in the process of modernization in Turkey through their economic and corporate identity initiatives, as well as their activities in the social, educational, and socio-cultural domains, from the establishment of the Republic until 1945. Although the corporate identity efforts of both banks have evolved and transformed over time, they have continued to strengthen and endure throughout a century-long period.