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Contemporary Approaches in Education and Communication

Edited By Hasan Arslan, Mehmet Ali Içbay, Alejandro J. Gallard and S. Lizette Ramos

This book presents a collection of papers written by researchers, teachers, administrators, analysts and graduate students working and doing research in the field of social sciences. The scientific studies include a wide range of topics from the analysis of social science textbooks to the teacher image in newspapers, the relationship between self-efficacy and cognitive level and the role of organizational silence on the loneliness of academics in work life.

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The Role of Strategic Communication Management in Nation Brand Building and the Nation Brand of Turkey (Abdullah Özkan)


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Assoc. Prof. Abdullah Özkan

The Role of Strategic Communication Management in Nation Brand Building and the Nation Brand of Turkey

1. Introduction

Countries, like brands and institutions, have faced a fierce competitive environment in the new century. Many important changes with the globalisation process, particularly in the communication industry, force countries to give up traditional techniques. Now countries should understand the new paradigm, decode and continue with the new methods and techniques. In this process, the idea that countries enhance “brand values” and build their own “nation brand” gains importance. This has become a strategic priority in the competitive environment of the 21st century that countries position themselves correctly and convey their messages to the public opinion effectively and consequently have a reputable, esteemed, and reliable nation value. “Communication” is the most important strategic tool for countries to build their own nation brand. There is a multi-dimensional relation between strategic communication management and building/developing and enhancing the nation brand. In the paper, this relation has been studied and on building nation brand, important contributions of effective communication strategies have been analysed. Also, why and how Turkey will build its nation brand are emphasised and on which parameters Turkey’s nation brand should be built is discussed.

2. Method

A literature review is used as a method in the paper and primary and secondary sources are analysed elaborately. The result of data analyses acquired by these reviews; drawing the...

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