DOES THE BRAND CREATE THE LOGO, OR DOES THE LOGO CREATE THE BRAND? A STRATEGIC ANALYSIS ON THE AVIATION SECTOR: THE CASE OF TURKISH AIRLINES

Authors : Mustafa Kemal Yılmaz

Pages : 150-170

View : 69 | Download : 335

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :This study focuses on the strategic relationship between brand identity and logo design in the aviation industry, where intense competition and service standardization make branding a critical differentiating factor. Airline brands increasingly rely on visual identity elements to establish trust, recognition, and long-term relationships with consumers. The main purpose of this study is to examine whether the brand creates the logo or the logo contributes to the creation of the brand, by analyzing Turkish Airlines as a representative case within the global aviation sector. The study adopts a qualitative research design and employs descriptive analysis to examine Turkish Airlines’ logo transformation process, corporate identity practices, and brand positioning strategies. The findings reveal that Turkish Airlines’ logo functions not merely as a visual symbol but as a strategic communication tool that reinforces brand identity, trust, and international recognition. The study concludes that brand and logo mutually shape each other and suggests that airline companies should integrate logo design with broader marketing communication efforts, including digital platforms and corporate branding strategies.
Keywords : Havacılık, Havayolu, Marka, Logo, Türk Hava Yolları

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