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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2026 / Cilt: 19 Sayı: 2

AN ARCHETYPE, EMOTION AND SECTOR-BASED ANALYSIS OF THE COMPONENTS OF BRAND IDENTITY: A MULTIMODAL APPROACH WITH TEXTUAL AND VISUAL DATA

MARKA KİMLİĞİNİN BİLEŞENLERİNE DAYALI ARKETİP, DUYGU VE SEKTÖR EKSENLİ BİR ANALİZ: METİN VE GÖRSEL VERİLERLE ÇOK MODLU YAKLAŞIM

Nurullah Taş(GEBZE TEKNİK ÜNİVERSİTESİ, İŞLETME FAKÜLTESİ)0000-0001-6221-0204
Farid Huseynov(GEBZE TEKNİK ÜNİVERSİTESİ, İŞLETME FAKÜLTESİ)0000-0002-9936-0596
Busra Ozdenizci Kose(GEBZE TEKNİK ÜNİVERSİTESİ, İŞLETME FAKÜLTESİ)0000-0002-8414-5252
Pages
258–283
Publication Date
2026-05-20
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings provide valuable empirical evidence for brands to construct a sustainable identity by combining symbolic meaning, emotional tone and sectoral positioning, contributing to the academic field and generating strategic insights for practitioners.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In today's intensely competitive brand ecosystem, the holistic evaluation of textual, visual and emotional elements that shape consumer perception is a fundamental requirement for both theoretical discussions and applied marketing strategies.
📊
Key Findings & Data:In the study, the congruence scores between textual, emotional and visual components of 410 brands were analysed and the average brand identity congruence was determined as 0.711.
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Conclusion & Impact:The findings provide valuable empirical evidence for brands to construct a sustainable identity by combining symbolic meaning, emotional tone and sectoral positioning, contributing to the academic field and generating strategic insights for practitioners.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Marka Kimliği · Çok Modlu Yaklaşım (NLP ve Görüntü İşleme) · Arketip Kuramı

Abstract

In today's intensely competitive brand ecosystem, the holistic evaluation of textual, visual and emotional elements that shape consumer perception is a fundamental requirement for both theoretical discussions and applied marketing strategies. In particular, the simultaneous examination of brand identity in a multimodal framework through slogans, logos and emotional tones reinforces the consistency level of brands and strengthens perceived credibility. Accordingly, this research paper aims to analyse brand identity integrity on the basis of archetypal, emotional and sectoral dimensions through Turkish brand slogans and logos. In the study, the congruence scores between textual, emotional and visual components of 410 brands were analysed and the average brand identity congruence was determined as 0.711. The findings show that communication-oriented sectors such as media and education exhibit high levels of identity coherence, whereas more functional sectors such as automotive and logistics exhibit relatively low levels of coherence. In addition, slogans were found to contain predominantly neutral emotions and to be significantly aligned with archetypes such as Individualist, Creator, and Explorer. The findings provide valuable empirical evidence for brands to construct a sustainable identity by combining symbolic meaning, emotional tone and sectoral positioning, contributing to the academic field and generating strategic insights for practitioners.

Özet

Günümüzün yoğun rekabetçi marka ekosisteminde, tüketici algısını biçimlendiren metinsel, görsel ve duygusal unsurların bütüncül bir yaklaşımla değerlendirilmesi hem kuramsal tartışmalar hem de uygulamalı pazarlama stratejileri açısından temel bir gereklilik arz etmektedir. Özellikle marka kimliğinin çok modlu bir çerçevede, sloganlar, logolar ve duygusal tonlar üzerinden eşzamanlı olarak incelenmesi, markaların tutarlılık düzeyini pekiştirmekte ve algılanan güvenilirliği güçlendirmektedir. Bu doğrultuda, bu araştırma makalesi Türkçe marka sloganları ve logoları aracılığıyla arketipsel, duygusal ve sektörel boyutlar temelinde marka kimliği bütünlüğünü analiz etmeyi amaçlamaktadır. Çalışmada 410 markanın metin, duygu ve görsel bileşenleri arasındaki uyum puanları incelenmiş; ortalama marka kimliği uyumu 0,711 olarak belirlenmiştir. Bulgular, medya ve eğitim gibi iletişim odaklı sektörlerin yüksek düzeyde kimlik tutarlılığı sergilediğini; buna karşın otomotiv ve lojistik gibi daha işlevsel sektörlerde uyum düzeylerinin görece düşük kaldığını göstermektedir. Ayrıca sloganların ağırlıklı olarak nötr duygular içerdiği ve Bireyci, Yaratıcı, Kaşif gibi arketiplerle anlamlı bir uyum sağladığı saptanmıştır. Elde edilen bulgular, markaların sembolik anlam, duygusal ton ve sektörel konumlandırmayı bir arada kurgulayarak sürdürülebilir bir kimlik inşasına yönelik değerli ampirik kanıtlar sunmakta; hem akademik alana katkı sağlamakta hem de uygulayıcılar için stratejik içgörüler üretmektedir.

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Cite This Article

Taş, N., Huseynov, F., Kose, B. O., *, N. T. (2026). AN ARCHETYPE, EMOTION AND SECTOR-BASED ANALYSIS OF THE COMPONENTS OF BRAND IDENTITY: A MULTIMODAL APPROACH WITH TEXTUAL AND VISUAL DATA. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 19 Sayı: 2, 258–283. https://ajindex.com/articles/1301018

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