A detailed research on nation branding as a case of destination branding in terms of integrated marketing communications: "Turkey – discover the potential"

The marketing sense has shown great changes from the past, the 21st century. Along with the integrated marketing became a judge understanding. A similar development is also taking place in their understanding of managing their destinations as a brand in order to improve their economic resources and create a good image. The benefits that products and services have gained through brand management have led to this understanding. Turkey, which began in the 2000s in nation branding as of 2014, "Turkey Discover The Potential" continues with the brand, brand management engages in exports and foreign direct investment amounts axis. In this study, the relation between export and foreign direct investment amounts and the rankings of countries in the national brand indices published by international organizations is examined. Through the example of Turkey's nation brand, the rankings of three different nation brand index between the years 2010-2016, export and direct foreign investment amounts is determined as the data set in the sample of 25 countries that exported most in 2016 and analysis of variance, t-test and Pearson's correlation coefficient methods were used. When the research findings are evaluated of Turkey in case of acceptance of the accuracy of nation brand indices, it has been reached that there was no significant relationship between export and directly foreign investment amount with the index rankings.