Galatasaray brand identity positioning: Can it be a model for Kyrgyzstan?

The importance of brand identity and positioning for companies is on rise. In today?sme-too market, where competitive environment is becoming strong, business sphere applies todifferentiation of products and services. This research focuses on brand identity andpositioning of Galatasaray Sports Club and football in Kyrgyzstan and its contribution to thecountries? image.The purpose of this research is to understand the Galatasaray Sports Club branddevelopment and its validity as a brand model for Kyrgyz football and to make a contributionto Kyrgyzstan?s image by developing the football clubs in the country.Beside the literature review, both qualitative and quantitative methods are used. As aquantitative method, questionnaire based survey conducted to explore perceived GalatasarayBrand Identity and Positioning.Galatasaray became one of the leading sports club in Turkey during its more thanhundred years of history. With its sportive and management performance, the club successfullypositioned itself in football industry and leveraged its brand name in a global scale.Nevermore, the club?s brand identity successfully communicates and utters who the club is.Football in Kyrgyzstan is also on increase. However, analyzes of Galatasaray SportsClub development stages and application of the same model, can make an importantcontribution to promote and develop Kyrgyzstan. Thus, Kyrgyz football clubs shouldcommunicate and analyze Galatasaray Sports Club very well.