Akman Boza Markasının Marka Kimliği Prizması Modeli ile İncelenmesi (An Analysis of Akman Boza Brand through Brand Identity Prism Model)

Abstract

In this study, we aimed to discuss the dimensions of Brand Identity Prism Model of Akman Boza, which was opened in 1936 in Ankara, and has become a famous brand of Ankara. Based on this model, we tried to explain the branding process of Akman Boza, how the brand’s characteristics coincide with the dimensions of this model, and how the company has been offering service under the same brand name for 83 years. Qualitative research design was adopted in this study. Thus, face-to-face interviews were conducted using oral history method with the current owner of the company, and boza (thick, slightly fermented millet drink) maker, who has been working for the company since 1990. The secondary resources about the company were also reviewed along with these interviews. The data were collected between January and March 2018. Within the frame of the data obtained, it was observed that the Brand Identity Prism of Akman Boza Brand coincided with the physical structure, brand-consumer relationship, reflection, brand identity, culture, and self-image dimensions. The results of this study are expected to set an example for other companies that plan to offer local food & beverage products under a specific brand name. It is also believed that this study will be a significant resource for future studies, which will discuss brand identity dimensions of other brands that were established in the early years of the Republic and became famous brands.