Impact of the social culture on formation of corporate and brand identities; Arçeli̇k brand identity

Culture is a complementary asset for the corporate communication processes. In particular, corporate identity building and following this, image creation activities may produce undesired results when social culture is not taken into account. As a determiner of position of our social life, culture may affect corporations as well as their staff directly. The staff are also influenced by social conditions and transfer this interaction as business practices and behavior to their corporations. This study is aimed to put forward the relation between social culture, corporate identity and brand identity. In this study, after a general introduction to culture and cultural dimensions, cultural aspects have been discussed, then, corporate and brand identities have been analyzed in detail. Then, the formation stages of corporations and brand identities and their related corporate image and culture are analyzed deeply. The topics discussed in the literature are analyzed with content analysis method with regard to Arçelik Brand. Today, as a result of the rapid developments taking place in technology and ever changing competitive conditions, brands give importance to corporate identity in order to survive. Besides, the works on corporate identity prepared by taking cultural elements into consideration are the foundations of differentiation strategy of the brands that striving to create images.