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Abstract


Examination of Corporate Identity Formation; Corporate Identity of Besiktas Gymnastics Club
Football clubs around the world need to increase their brand awareness and create their identity while building their institutional structures. This study is conduct on Turkey's first club, Besiktas Gymnastics Club and to assess its corporate identity formation, trademark, logo, colors, history, vision and mission. Considering the changes from past to present, the institutional structure of the current club is studied. While conducting corporate identity studies, it has been observed that the culture of the neighborhood and the inhabitants where the club was established, the unity and solidarity among the supporters, the sense of belonging have affected the logo, the colors, the characters and the brand value of the club. Exploratory information analysis method was used as research method. Academic articles, newspaper archives, books and websites were used. As a result, sports clubs competing in the national and international arena need to take appropriate steps in order to survive in the environment with these technological advances and creation of nw markets. Besiktas Gymnastics Club, which established a corporate identity that supports the establishment purpose and future plans of the club, is considered to have a good representation of itself and its fans, especially with the characteristics that constitute its brand value. One of the most important forms of self-expression of a brand is to create the corporate identity structure in an accurate way. Recognition, sympathy and confidence strengthen the behavior of the enterprise and support the behavior of the target audience. On the other hand, the corporate identity provides the following elements. Besiktas Gymnastics Club has completely rearranged its corporate identity guide and turned it into a form to express the club in the best possible way.

Keywords
Corporate Identity, Corporate Culture, Besiktas Gymnastics Club


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