The Effect of Corporate Communication Projects on Brand Perception: An Analysis of Municipalities

Abstract

Nowadays, the world, which rapidly changes and develops, has also created the competitive environment. In the conditions of competition, the institutions need corporate communication project to change. These efforts reveal how to be a brand. The institutions, which arrange corporate communication projects, move in the direction of being a brand. With these projects, institutions increase the life quality of the people, enhance the employment opportunities, and also create a positive image in the minds of the people. A lot of institutions organize projects to maintain their existences, gain the confidence of the people and provide material and moral support. The main goal of these projects is that institutions should be positively supported and perceived by the people. Therefore, effective projects have been occasionally developed in order to meet their needs. In this study, 30 district municipalities in Izmir city are determined as the target population of the study. 6 district municipalities are examined as samples. The purpose of the study is to measure the perception in the minds of the people in these districts that are formed by the corporate communication projects conducted by the 6 municipalities which are sample of the study. Information about the corporate communication projects are got by the municipalities and the people in these districts, and brand perceptions of these municipalities are determined. The study is also conducted in depth interviews with public relations and press directors of the municipalities. In-depth interviews are conducted with 5 participants from each district. The purpose of this method, it enables to identify the same or different views of the people and to make comparisons according to these data. In addition to the questions asked during the interview, gathering different data is also one of the reasons to prefer this method. With this method, perceptions and attitudes towards corporate communication projects are revealed and research problems are analyzed. According to the results of the analysis and evaluation of the data, it emerges that corporate communication projects affect the brand perceptions of the municipalities. The study concludes with the recommendations.

Kurumsal Haberleşme Sistemi

“…Kurumsal iletişim, kurumu oluşturan tüm bileşenlerin birbirleri ile iletişim kurduğu iletişim sürecidir [2]. Bu yönüyle kurumsal iletişim kurumların kendi vizyon ve misyonlarını gerçekleştirebilmesini sağlayan iletişim organizasyonlarının bütünüdür [3].…”

“…Özellikle Endüstri 4.0 ile birlikte birçok alanda ortaya çıkan yeni rekabet süreçleri kurumların iletişim alanında yeni ihtiyaçları da beraberinde getirmektedir. Bu ihtiyaçları gerçekleştirebilmek maksadıyla doğru ve güvenilir iletişim kanalları kurabilen kurumlar markalaşma yönünde adımlar atmaktadır [3]. Markalaşma sayesinde ise kurumlar ile hedef kitle arasında iletişim sağlanmaktadır [4].…”