The Presentation of Brand Personality and Cultural Branding Through Instagram

Abstract

Brands, much like individuals, build their unique brand personalities through their communication styles and behaviors. Some brands, through the cultural elements embedded in their communication components, become symbols of a nation. This study aims to reveal the messages conveyed through the current communication practices of local brands with high brand value and cultural elements, as well as the cultural indicators they use when structuring these messages. In this context, Turkish Airlines and Türkiye İş Bank, both prominent in terms of brand value and carrying cultural branding elements, were selected for analysis. The most-liked Instagram videos of these brands were examined using a semiotic analysis method. As a result of the study, it was found that both brands have a strong connection to Turkish culture and the history of the Republic. Moreover, it was concluded that the message strategies of these cultural brands are constructed through symbols such as the flag, historical heroes, shared history, and national and cultural virtues. The emotions included in the content rely on the shared past of the nation and national sentiment to be conveyed, which can contribute to the formation of cultural brand personalities. These findings provide insights into how brands create cultural brand personalities through their cultural branding strategies.