EXAMINING THE PURPOSES OF USING ART IN BRAND COMMUNICATION STRATEGIES

Birgül Üstünbaş Erdoğan; Metin Enes Dönmez

Makale detayları

EXAMINING THE PURPOSES OF USING ART IN BRAND COMMUNICATION STRATEGIES

Yazarlar:

Birgül Üstünbaş Erdoğan | Metin Enes Dönmez

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 1, pp.276-304

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001344697

pISSN:

2146-3301

Anahtar kelimeler:

Özet:

 In this study, which aims to analyze the current situation of brands use of art in their communication strategies, the current sectoral situation regarding the relationship between brand communication and art has been determined. In this context, the focus is on determining why art is used in the communication process, determining in which application areas it is used more, and revealing which branch of art is used more in the communication process. Semi-structured interviews were held with 10 ten public relations agency representatives and 10 ten public relations professionals working in corporate communication units among the public relations agencies that are members of the Turkish Public Relations Association TÜHİD and the brands that are members of the Corporate Communicators Association KİD. As a result of the research, it was determined that the reason why art is preferred is to strengthen communication, establish an emotional bond with the consumer, reach different target audiences and create a positive perceptionimage; In this way, it has been revealed that the aim is to position a memorable, reputable and socially responsible brand, especially the brand that can establish an emotional bond. It has been found that art is mostly used in application areas such as event management and corporate social responsibility in the communication process, and branches of art such as painting and music are included in strategic communication activities. Comparative evaluations regarding the relationship between brand communication and art have been reached between public relations professionals on the agency and brand side.

 In this study, which aims to analyze the current situation of brands use of art in their communication strategies, the current sectoral situation regarding the relationship between brand communication and art has been determined. In this context, the focus is on determining why art is used in the communication process, determining in which application areas it is used more, and revealing which branch of art is used more in the communication process. Semi-structured interviews were held with 10 ten public relations agency representatives and 10 ten public relations professionals working in corporate communication units among the public relations agencies that are members of the Turkish Public Relations Association TÜHİD and the brands that are members of the Corporate Communicators Association KİD. As a result of the research, it was determined that the reason why art is preferred is to strengthen communication, establish an emotional bond with the consumer, reach different target audiences and create a positive perceptionimage; In this way, it has been revealed that the aim is to position a memorable, reputable and socially responsible brand, especially the brand that can establish an emotional bond. It has been found that art is mostly used in application areas such as event management and corporate social responsibility in the communication process, and branches of art such as painting and music are included in strategic communication activities. Comparative evaluations regarding the relationship between brand communication and art have been reached between public relations professionals on the agency and brand side.

 In this study, which aims to analyze the current situation of brands use of art in their communication strategies, the current sectoral situation regarding the relationship between brand communication and art has been determined. In this context, the focus is on determining why art is used in the communication process, determining in which application areas it is used more, and revealing which branch of art is used more in the communication process. Semi-structured interviews were held with 10 ten public relations agency representatives and 10 ten public relations professionals working in corporate communication units among the public relations agencies that are members of the Turkish Public Relations Association TÜHİD and the brands that are members of the Corporate Communicators Association KİD. As a result of the research, it was determined that the reason why art is preferred is to strengthen communication, establish an emotional bond with the consumer, reach different target audiences and create a positive perceptionimage; In this way, it has been revealed that the aim is to position a memorable, reputable and socially responsible brand, especially the brand that can establish an emotional bond. It has been found that art is mostly used in application areas such as event management and corporate social responsibility in the communication process, and branches of art such as painting and music are included in strategic communication activities. Comparative evaluations regarding the relationship between brand communication and art have been reached between public relations professionals on the agency and brand side.

 Markaların iletişim stratejilerinde sanatı kullanımlarının günümüzde ne durumda olduğunu analiz etmeyi amaçlayan bu çalışmada marka iletişimi ve sanat ilişkisine dair güncel sektör durum tespiti yapılmıştır. Bu kapsamda sanatın iletişim sürecinde neden kullanıldığını belirlemek, hangi uygulama alanlarında kullanıldığını tespit etmek ve sanatın hangi dalının iletişim sürecinde kullanıldığını ortaya çıkarmak üzerine odaklanılmıştır. Türkiye Halkla İlişkiler Derneği TÜHİD üyesi olan halkla ilişkiler ajansları ve Kurumsal İletişimciler Derneğine KİD üye olan markalar içerisinden 10 on halkla ilişkiler ajansı temsilcisi ve 10 on kurumsal iletişim birimlerinde çalışan halkla ilişkiler profesyoneli ile yarı yapılandırılmış görüşme yapılmıştır. Araştırma sonucunda, sanatın tercih edilme nedeninin temelde iletişimi güçlendirmek, tüketiciyle duygusal bağ kurmak, farklı hedef kitlelere ulaşmak ve olumlu algıimaj yaratmak olduğu; bu sayede duygusal bağ kurabilen marka başta olmak üzere akılda kalıcı, itibarlı ve sosyal sorumluluk sahibi marka konumlandırması amaçlandığı ortaya çıkmıştır. Sanatın iletişim sürecinde çoğunlukla etkinlik yönetimi ve kurumsal sosyal sorumluluk gibi uygulama alanlarında kullandığı, resim ve müzik gibi sanat dallarının stratejik iletişim faaliyetlerine dahil edildiği bulgulanmıştır. Ajans ve marka tarafındaki halkla ilişkiler profesyonelleri arasında marka iletişimi ve sanat ilişkisine yönelik karşılaştırmalı değerlendirmelere ulaşılmıştır.

Makale detayları

EXAMINING THE PURPOSES OF USING ART IN BRAND COMMUNICATION STRATEGIES

Yazarlar:

Birgül Üstünbaş Erdoğan | Metin Enes Dönmez

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 1, pp.276-304

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001344697

pISSN:

2146-3301

Art and communication

integrated brand communication

strategic communication

brand management

public relations methods and toolsSanat ve iletişim

bütünleşik marka iletişimi

stratejik iletişim

marka yönetimi

halkla ilişkiler yöntem ve araçları

Sayı

Makale detayları

Yazarlar: Birgül Üstünbaş Erdoğan | Metin Enes Dönmez

Yayıncı: Gumushane University

Ana Başlıklar: İletişim ve Medya Çalışmaları (Diğer)

Dergi: Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 1, pp.276-304

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001344697

pISSN: 2146-3301

Sayı

Yazarlar:

Birgül Üstünbaş Erdoğan | Metin Enes Dönmez

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 1, pp.276-304

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001344697

pISSN:

2146-3301