Pandemi Sürecinde Marka İletişimini Analiz Etmek: Kiğili
Analyzing Brand Communication in The Pandemic Process: Kiğili

Author(s): Arzu Kızbaz, Bahşende Çoban
Subject(s): Communication studies, Health and medicine and law, Marketing / Advertising
Published by: Transnational Press London
Keywords: brand communication; brand awareness; perception; KİĞILI; pandemic;
Summary/Abstract: Brand strategist Scott Talgo describes the relationship with a brand as follows:"A brand that captures your mind gains behavior. A brand that captures your heart gains commitment." It points to the relationship established with a brand and the brand's loyalty when it touches our emotions. Brands want to be perceived correctly by both their employees and their customers. However, perception is all the codes that are formed in the mind and it is variable, so when brand communication is structured correctly, it can be talked about stability of the brand perception.If the perception of the target audience can be maintained and does not change in times of crisis, it is possible to talk about brand loyalty. Because the change of perception in times of crisis manifests itself as the image and reputation of the brand that can be lost or protected, and the lost image and reputation can hardly be restructured. In this study, communication studies of the ' KİĞILI' brand will be discussed. While describing itself as “Turkey’s Men Clothing Brand”, it has fallen away from the brand association it created in the minds of its target audience by selling food and cleaning products on its website during the pandemic period. However, the two most important concepts that stand out in strategic brand management are brand association and brand awareness. KİĞILI, who also supported very important corporate social responsibility projects, was criticized for this decision it made during the pandemic.Every institution has a crisis management plan in case of a crisis. However, it was not possible for every brand to carry out the process with a crisis management plan at the beginning of the pandemic, which is uncertain how long it will last. For this reason, brand communication has gained importance in pandemic conditions. In a crisis environment where uncertainty factors are intense, being able to manage brand communication skillfully without harming the brand makes a difference. In this study, examples from the advertising, marketing and public relations studies of the ' KİĞILI ' brand will be selected and analyzed with the descriptive analysis method. As writer Richie Norton said, " A brand is a person that has a voice, evokes emotion and spreads a message.." While analyzing the examples, the voice of KİĞILI, the emotions it and the messages it spreads will be traced.

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