The Country Turkey Looks to Rebrand

Source: Wikipedia.com

I always say that virtually anything and everything can be a brand. Products and services, obviously. But also people, cities, states, and yes even countries. If you think about all that a brand is … a country should be a brand with a target audience, brand promise, tone and personality, and perhaps even a marketing plan.

Countries are brands!

This thought process is likely why the country of Turkey is looking to rebrand itself away from the (as reported) negative connotations associated with the word “turkey,” which according to Oxford Dictionary can mean “something that is extremely or completely unsuccessful, especially a play or movie.” Turkey the country doesn’t want to be thought of as turkey the failure. Perhaps also doesn’t want to be associated with “a large mainly domesticated game bird native to North America, having a bald head,” also according to Oxford Dictionary.

So the country is going to its roots and rebranding as Türkiye (pronounced tur-key-YAY), a name that the President of the country just registered with the United Nations. Turkish Airlines quickly followed with its own rebranding to Türkiye Hava Yollari. Both are the traditional Turkish spellings and pronunciations.

Many on social media have called the move words like “ridiculous,” but I don’t share that sentiment. The brand is their brand and it should reflect both who they are and who they want to be. Like any other brand. There is a rich history in the country that clearly the President and others want to preserve and move forward. As the head brand manager, it’s the President’s call in service to his constituents (audiences) … like any other brand.

IMHO. But what’s your experience? JIM