Publicity of Turkey in the process of building nation brand: Institutes, strategies and applications

The technological developments that increased in recent years also increased the speed of globalization and all kinds of distances between countries decreased. Thus, it has been thought that the borders were eliminated and integration between nations was maintained. However, the countries have embraced differentiation ways with several methods in order to maintain advantage with different aspects in the global market. After the increasing competition conditions, the discourse integration has brought the efforts for differentiation, the process of external presentation has accelerated and the borders have become clearer as a result of these efforts. During the external presentation process, the most important instrument of countries is branding, being brand countries.Just like products, the countries are positioned as a result of the image and definitions they leave impact on people and other countries. Image has become a very important instrument for presentation and competition. Therefore, in order to continue their existences and adapt to competition, countries have speed the image and competition activities up and even they have started to take a step to the path of branding. Thus, the brand of country phenomenon has arisen.The positions of the countries that building brand in the field of national competition, affect the economical and political relationships dramatically. The countries that want to become a brand must attract the attention of national media, other countries and the governments. In order to generate a positive image, evoke a sense of respect and trust before the intended audience, the candidate countries are in competition permanently. For this purpose, the public institutions and foundations and private sector of countries are planning to take the biggest portion in this competitive field by achieving sustainable and successful presentation activities.This research is a qualitative research. After the literature investigation as a scope of this research, the public institutions? presentation strategies and implementations of Turkey, which is in progress of becoming a ?brand country?, have been searched and the contributions of these institutions have been displayed. Beside the literature scanning, meetings with the employees of institutions have been made by asking half structured questions thoroughly. Institutions surveyed, respectively, the Ministry of Culture and Tourism, Ministry of Foreign Affairs, Prime Ministry Promotion Fund, the General Directorate of Press and Information, the Anatolia News Agency(TIKA) and Turkey Radio and Television Corporation(TRT).