Türkiye's nation branding: Evolving parameters in yhe 21st century

This study examines the historical, institutional and discursive transformation of Türkiye's nation branding strategies and analyzes how they have been reshaped in line with changing parameters, especially in the 21st century. In a globalized world, nation branding is a multidimensional field where countries compete not only with economic or military power but also with cultural appeal, public diplomacy and digital media strategies. In this framework, the study utilizes Anholt's concept of 'competitive identity', NYE's 'soft power' theory and Merickova's 'networked public diplomacy' approach in its theoretical framework by evaluating the tools, stakeholders and strategic openings used by Türkiye in its national branding efforts. In the first part of the thesis, the concept of nation branding is discussed along with its historical origins. It explains how Türkiye has tried to create a national image in the context of the modernization process and the goal of Westernization since the founding of the Republic. While promotional campaigns for exports and tourism have been prominent since the 1980s, public diplomacy tools have been institutionalized since the 2000s as Türkiye adopted a multi-faceted brand strategy. The thesis analyzes initiatives such as the Turquality program, TRT, Yunus Emre Institute, TIKA, GoTurkey and evaluates the impact of Türkiye's nation branding activities on economic, cultural and digital levels. The study also examines visual and thematic, content-driven initiatives, such as the 'Turkey: Discover Potential' campaign aim to transform the global perception of Turkey. Additionally, it analyses soft power policies in education diplomacy, as exemplified by the Maarif Foundation, and discusses the roles of civil society, the diaspora, the youth population, and digital technologies in this process. Alongside a critical literature review, the thesis presents theoretical approaches and highlights the successes and challenges of Türkiye's branding strategy in terms of continuity, transparency, and the depth of its content. The study's main finding is that, while Türkiye's nation branding strategies have made significant progress in terms of institutionalisation and digitalisation, they require a sustainable public diplomacy perspective to be effective. In order to credibly and durably represent national brand equity in the international arena, an approach based not only on promotion, but also on value creation, social engagement, and ethical responsibility, should be adopted. In this context, it is recommended that Türkiye develop multi-actor policies reflecting cultural diversity and focusing on sustainability for its future nation branding strategies. Keywords: Nation branding, Public diplomacy, Soft power, Türkiye, Turquality, Go Turkey