The role of corporate identity on brand legitimacy: An automotive company case

The purpose of this research is to examine the role of corporate identity studies implemented by an institution during the formation of a newly introduced brand's legitimacy from its first launch until its withdrawal from the market. This study aims to find which sub-components of legitimacy are emphasized in the corporate identity and hence the brand identity discourses of the company, as extremely effective tools to deliver to the target audience the legitimacy strategy messages of the company. Within the scope of the research, the discourses used in communication to ensure the brand awareness and legitimacy of a new automobile brand in the eyes of the public and the target audience, introduced to the market by one of Turkey's leading automotive groups, were examined. The press release texts distributed by the relevant brand in a 10-year period (2009-2019) - from its first launch until its withdrawal from the market - were subject to qualitative analysis through rhetorical strategies and legitimacy categories. As a result of the analysis, it was revealed that rhetorical strategies promoting "validity" stood out more than those on "propriety" in the sector examined. Among the rhetorical strategies on validity, it has been observed that those stressing that "a development or an entity is inevitable and natural" or that "the entity is approved and supported by regulators or other influential actors" were used more frequently. On the other hand, among the rhetorical strategies on propriety, discourses addressing "emotions" and emphasizing "the moral values of the focal entity" or "the success of a specific entity" were favoured. When evaluated according to legitimacy types, most of the discourses were pragmatic and normative based. Cognitive legitimacy discourses were used less frequently.