Brand Building <\/a><\/span>> Brand Name<\/a><\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div><\/iframe><\/div><\/div><\/div><div class=\"fusion-image-carousel fusion-image-carousel-auto fusion-image-carousel-1\"><div class=\"awb-carousel awb-swiper awb-swiper-carousel\" data-autoplay=\"no\" data-columns=\"2\" data-itemmargin=\"10\" data-itemwidth=\"180\" data-touchscroll=\"no\" data-imagesize=\"auto\" style=\"--awb-columns:2;--awb-column-spacing:10px;\"><div class=\"swiper-wrapper awb-image-carousel-wrapper fusion-flex-align-items-center\"><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><div class=\"fusion-image-wrapper hover-type-none\"><img decoding=\"async\" width=\"800\" height=\"600\" src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b3-1.jpg\" class=\"attachment-full size-full lazyload\" alt=\"Orange '#vitesbuyutuyoruz' text on a white background (Borusan Arac Ihale campaign)\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27800%27%20height%3D%27600%27%20viewBox%3D%270%200%20800%20600%27%3E%3Crect%20width%3D%27800%27%20height%3D%27600%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b3-1.jpg\" data-srcset=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b3-1-200x150.jpg 200w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b3-1-400x300.jpg 400w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b3-1-600x450.jpg 600w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b3-1.jpg 800w\" data-sizes=\"auto\" \/><\/div><\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><div class=\"fusion-image-wrapper hover-type-none\"><img decoding=\"async\" width=\"800\" height=\"600\" src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b2-1.jpg\" class=\"attachment-full size-full lazyload\" alt=\"Borusan Arac Ihale logo: an orange emblem and gray text\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27800%27%20height%3D%27600%27%20viewBox%3D%270%200%20800%20600%27%3E%3Crect%20width%3D%27800%27%20height%3D%27600%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b2-1.jpg\" data-srcset=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b2-1-200x150.jpg 200w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b2-1-400x300.jpg 400w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b2-1-600x450.jpg 600w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b2-1.jpg 800w\" data-sizes=\"auto\" \/><\/div><\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><div class=\"fusion-image-wrapper hover-type-none\"><img decoding=\"async\" width=\"800\" height=\"600\" src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b1-1.jpg\" class=\"attachment-full size-full lazyload\" alt=\"Manheim vehicle auction hall: an auctioneer with a gavel and microphone, and the Manheim sign\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27800%27%20height%3D%27600%27%20viewBox%3D%270%200%20800%20600%27%3E%3Crect%20width%3D%27800%27%20height%3D%27600%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b1-1.jpg\" data-srcset=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b1-1-200x150.jpg 200w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b1-1-400x300.jpg 400w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b1-1-600x450.jpg 600w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/b1-1.jpg 800w\" data-sizes=\"auto\" \/><\/div><\/div><\/div><\/div><div class=\"awb-swiper-button awb-swiper-button-prev\"><i class=\"awb-icon-angle-left\" aria-hidden=\"true\"><\/i><\/div><div class=\"awb-swiper-button awb-swiper-button-next\"><i class=\"awb-icon-angle-right\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-bottom:50px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1200px + 25px );margin-left: calc(-25px \/ 2 );margin-right: calc(-25px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:12.5px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:12.5px;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:12.5px;--awb-spacing-left-medium:12.5px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:12.5px;--awb-spacing-left-small:12.5px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Problem<\/h3><\/div><div class=\"fusion-separator\" style=\"align-self: flex-start;margin-right:auto;margin-bottom:25px;width:100%;max-width:250px;\"><div class=\"fusion-separator-border sep-single\" style=\"--awb-height:20px;--awb-amount:20px;border-color:#d60b51;border-top-width:4px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:0px;--awb-spacing-right-large:12.5px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:12.5px;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-spacing-right-medium:12.5px;--awb-spacing-left-medium:12.5px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:12.5px;--awb-spacing-left-small:12.5px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-six\" style=\"--awb-font-size:16px;\"><h6 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;font-size:1em;letter-spacing:0.5px;line-height:2;\">Borusan owned an associated company with Manheim, one of the world’s important vehicle trading brands, and continued its activities in this market with the Manheim brand. However, Borusan had to decide what kind of brand strategy and brand name it should proceed with as a result of the end of the alliance.<\/h6><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:50px;--awb-padding-right:30px;--awb-padding-bottom:50px;--awb-padding-left:30px;--awb-margin-bottom:50px;--awb-background-color:#353535;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1200px + 25px );margin-left: calc(-25px \/ 2 );margin-right: calc(-25px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:12.5px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:12.5px;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:12.5px;--awb-spacing-left-medium:12.5px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:12.5px;--awb-spacing-left-small:12.5px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:#ffffff;\"><h3 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Solution<\/h3><\/div><div class=\"fusion-separator\" style=\"align-self: flex-start;margin-right:auto;margin-bottom:25px;width:100%;max-width:250px;\"><div class=\"fusion-separator-border sep-single\" style=\"--awb-height:20px;--awb-amount:20px;border-color:#d60b51;border-top-width:4px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:0px;--awb-spacing-right-large:12.5px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:12.5px;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-spacing-right-medium:12.5px;--awb-spacing-left-medium:12.5px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:12.5px;--awb-spacing-left-small:12.5px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-six\" style=\"--awb-text-color:#ffffff;--awb-font-size:16px;\"><h6 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;font-size:1em;letter-spacing:0.5px;line-height:2;\">Firstly, we conducted ethnographic research with more than 30 car dealers in six cities. We analyzed the dealers’ expectations, cultural codes, behavior patterns, and jargon in this research. We learned what “bead-like car” means. We identified the dealers’ brand perceptions of Manheim and Borusan and the relationship between these two.<\/h6><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-5 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-bottom:50px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1200px + 25px );margin-left: calc(-25px \/ 2 );margin-right: calc(-25px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-7 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:12.5px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:12.5px;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:12.5px;--awb-spacing-left-medium:12.5px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:12.5px;--awb-spacing-left-small:12.5px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Result<\/h3><\/div><div class=\"fusion-separator\" style=\"align-self: flex-start;margin-right:auto;margin-bottom:25px;width:100%;max-width:250px;\"><div class=\"fusion-separator-border sep-single\" style=\"--awb-height:20px;--awb-amount:20px;border-color:#d60b51;border-top-width:4px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-8 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:0px;--awb-spacing-right-large:12.5px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:12.5px;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-spacing-right-medium:12.5px;--awb-spacing-left-medium:12.5px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:12.5px;--awb-spacing-left-small:12.5px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-7 fusion-sep-none fusion-title-text fusion-title-size-six\" style=\"--awb-font-size:16px;\"><h6 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;font-size:1em;letter-spacing:0.5px;line-height:2;\">In the end, we suggested the company proceed with the Borusan brand. The suggestion was accepted, and the brand was launched as Borusan Ara\u00e7 \u0130hale. The brand transition was successful, and Borusan kept its leading position in the market.<\/h6><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-6 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:50px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1200px + 25px );margin-left: calc(-25px \/ 2 );margin-right: calc(-25px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-9 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:12.5px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:12.5px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:12.5px;--awb-spacing-left-medium:12.5px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:12.5px;--awb-spacing-left-small:12.5px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-8 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Related Cases<\/h3><\/div><div class=\"fusion-separator\" style=\"align-self: flex-start;margin-right:auto;margin-bottom:25px;width:100%;max-width:250px;\"><div class=\"fusion-separator-border sep-single\" style=\"--awb-height:20px;--awb-amount:20px;border-color:#d60b51;border-top-width:4px;\"><\/div><\/div><div class=\"fusion-recent-works fusion-portfolio-element fusion-portfolio fusion-portfolio-1 fusion-portfolio-carousel fusion-portfolio-paging-pagination recent-works-carousel portfolio-carousel picture-size-auto\" data-id=\"-rw-1\"><div class=\"awb-carousel awb-swiper awb-swiper-carousel\" style=\"--awb-columns:3;\" data-autoplay=\"no\" data-columns=\"3\" data-itemmargin=\"30\" data-itemwidth=\"180\" data-touchscroll=\"no\" data-imagesize=\"auto\"><div class=\"swiper-wrapper\"><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">Dinamis<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T12:01:11+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/dinamis\/\" aria-label=\"Dinamis\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1010\" height=\"972\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271010%27%20height%3D%27972%27%20viewBox%3D%270%200%201010%20972%27%3E%3Crect%20width%3D%271010%27%20height%3D%27972%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2023\/07\/dinamis-body-iq-e1688441304650.jpeg\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">Palize Breakfast and Delicatessen<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T21:31:44+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/palize-breakfast-and-delicatessen\/\" aria-label=\"Palize Breakfast and Delicatessen\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"480\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271024%27%20height%3D%27480%27%20viewBox%3D%270%200%201024%20480%27%3E%3Crect%20width%3D%271024%27%20height%3D%27480%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2023\/07\/palize_logo-1024x480-1-e1688368748326.jpeg\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">OtherWayAround<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T13:05:05+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/otherwayaround\/\" aria-label=\"OtherWayAround\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1280\" height=\"800\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271280%27%20height%3D%27800%27%20viewBox%3D%270%200%201280%20800%27%3E%3Crect%20width%3D%271280%27%20height%3D%27800%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2023\/05\/OWA_Brand_Elements-1-e1685356217177.jpg\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">Doyuyo Chicken<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T21:37:21+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/doyuyo-chicken\/\" aria-label=\"Doyuyo Chicken\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"2560\" height=\"1920\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272560%27%20height%3D%271920%27%20viewBox%3D%270%200%202560%201920%27%3E%3Crect%20width%3D%272560%27%20height%3D%271920%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"Fast-food chicken brand campaign: a crispy chicken burger and tenders meal with fries on an orange background\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2023\/01\/hrf4-hero-scaled-e1674598531763.jpeg\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">Has\u00e7elik<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T13:12:30+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/hascelik\/\" aria-label=\"Has\u00e7elik\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"2846\" height=\"1628\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272846%27%20height%3D%271628%27%20viewBox%3D%270%200%202846%201628%27%3E%3Crect%20width%3D%272846%27%20height%3D%271628%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2022\/12\/Ekran-Resmi-2022-12-16-16.29.14-e1674736692876.png\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">EMPERA<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T21:41:31+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/empera\/\" aria-label=\"EMPERA\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1280\" height=\"720\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271280%27%20height%3D%27720%27%20viewBox%3D%270%200%201280%20720%27%3E%3Crect%20width%3D%271280%27%20height%3D%27720%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2022\/12\/WhatsApp-Image-2022-12-01-at-20.42.10-e1669969921978.jpeg\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">DOF Robotics<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T13:17:49+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/dof-robotics\/\" aria-label=\"DOF Robotics\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"2258\" height=\"1594\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272258%27%20height%3D%271594%27%20viewBox%3D%270%200%202258%201594%27%3E%3Crect%20width%3D%272258%27%20height%3D%271594%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2022\/11\/Ekran-Resmi-2022-11-18-02.04.10-e1670161060345.png\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">Eclit<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T13:21:31+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/eclit\/\" aria-label=\"Eclit\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1484\" height=\"1113\" src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Eclit-yeni-marka-yaratma-danis\u0327manlig\u0306i.jpg\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271484%27%20height%3D%271113%27%20viewBox%3D%270%200%201484%201113%27%3E%3Crect%20width%3D%271484%27%20height%3D%271113%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Eclit-yeni-marka-yaratma-danis\u0327manlig\u0306i.jpg\" data-srcset=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Eclit-yeni-marka-yaratma-danis\u0327manlig\u0306i-200x150.jpg 200w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Eclit-yeni-marka-yaratma-danis\u0327manlig\u0306i-400x300.jpg 400w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Eclit-yeni-marka-yaratma-danis\u0327manlig\u0306i-600x450.jpg 600w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Eclit-yeni-marka-yaratma-danis\u0327manlig\u0306i-800x600.jpg 800w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Eclit-yeni-marka-yaratma-danis\u0327manlig\u0306i-1200x900.jpg 1200w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Eclit-yeni-marka-yaratma-danis\u0327manlig\u0306i.jpg 1484w\" data-sizes=\"auto\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">Teknosa Preo<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T13:18:47+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/teknosa-preo\/\" aria-label=\"Teknosa Preo\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1484\" height=\"1113\" src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Teknosa-Preo-Yeni-Marka-Yaratma-Goodjob.jpg\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271484%27%20height%3D%271113%27%20viewBox%3D%270%200%201484%201113%27%3E%3Crect%20width%3D%271484%27%20height%3D%271113%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Teknosa-Preo-Yeni-Marka-Yaratma-Goodjob.jpg\" data-srcset=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Teknosa-Preo-Yeni-Marka-Yaratma-Goodjob-200x150.jpg 200w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Teknosa-Preo-Yeni-Marka-Yaratma-Goodjob-400x300.jpg 400w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Teknosa-Preo-Yeni-Marka-Yaratma-Goodjob-600x450.jpg 600w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Teknosa-Preo-Yeni-Marka-Yaratma-Goodjob-800x600.jpg 800w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Teknosa-Preo-Yeni-Marka-Yaratma-Goodjob-1200x900.jpg 1200w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/12\/Teknosa-Preo-Yeni-Marka-Yaratma-Goodjob.jpg 1484w\" data-sizes=\"auto\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><span class=\"entry-title rich-snippet-hidden\">Girsan<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a href=\"https:\/\/goodjob.com.tr\/en\/author\/goodjob\/\" rel=\"author\">goodjob<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2023-08-14T14:34:34+03:00<\/span><div class=\"fusion-image-wrapper\" aria-haspopup=\"true\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/girsan\/\" aria-label=\"Girsan\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"820\" height=\"600\" src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/yavuz-600800.jpg\" class=\"attachment-full size-full lazyload wp-post-image\" alt=\"\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27820%27%20height%3D%27600%27%20viewBox%3D%270%200%20820%20600%27%3E%3Crect%20width%3D%27820%27%20height%3D%27600%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/yavuz-600800.jpg\" data-srcset=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/yavuz-600800-200x146.jpg 200w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/yavuz-600800-400x293.jpg 400w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/yavuz-600800-600x439.jpg 600w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/yavuz-600800-800x585.jpg 800w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/yavuz-600800.jpg 820w\" data-sizes=\"auto\" \/>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div><div class=\"awb-swiper-button awb-swiper-button-prev\"><i class=\"awb-icon-angle-left\" aria-hidden=\"true\"><\/i><\/div><div class=\"awb-swiper-button awb-swiper-button-next\"><i class=\"awb-icon-angle-right\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When Borusan ended its partnership with German vehicle auction brand Manheim, one important question remained: With which brand should we proceed? The brand, for which we have created the branding and naming strategy, proceeds its way by #shiftingup.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"footnotes":""},"portfolio_category":[66,75,60,58,61,59,65,69,64],"portfolio_skills":[],"portfolio_tags":[],"class_list":["post-2240","avada_portfolio","type-avada_portfolio","status-publish","format-standard","hentry","portfolio_category-b2b-ethnography-ethnosphere-b2b","portfolio_category-brand-architecture","portfolio_category-brand-building","portfolio_category-brand-consultancy","portfolio_category-brand-name","portfolio_category-brand-strategy","portfolio_category-ethnographic-research","portfolio_category-ethnography-ethnosphere","portfolio_category-insight-and-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.6 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Borusan Brand Consultancy - Goodjob Brand Consulting<\/title>\n<meta name=\"description\" content=\"We had to decide due to the end of the Borusan and Manheim brand partnership in the brand consultancy project for Borusan.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/borusan\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Borusan\" \/>\n<meta property=\"og:description\" content=\"We had to decide due to the end of the Borusan and Manheim brand partnership in the brand consultancy project for Borusan.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/goodjob.com.tr\/en\/portfolio-items\/borusan\/\" \/>\n<meta property=\"og:site_name\" content=\"Goodjob Brand Consulting\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-14T09:57:21+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"23 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/portfolio-items\\\/borusan\\\/\",\"url\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/portfolio-items\\\/borusan\\\/\",\"name\":\"Borusan Brand Consultancy - 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