It’s the biggest brand merger that Turkey has ever seen—but Türk Telekom isn’t just bringing together its most valuable assets. The country’s largest telecom is gathering momentum to support its vision of transforming Turkey into a true information society.
The country’s largest integrated telecommunications company builds on the customer-oriented approach it adopted in 2015 by bringing its three top consumer brands—AVEA (mobile), TTNET (internet and TV) and Türk Telekom (telephone and corporate)—together under the Türk Telekom umbrella.
That umbrella is expanding with an all-new look—Türk Telekom worked with Interbrand to develop a new brand identity and strategy to support sustained growth. Ascending angles, a flurry of color and intersecting shapes built into the new logo reflect the brand’s dynamic new direction. “It is an attitude of progress manifested through the energized expression of the brand,” says Sue Daun, Executive Director of Interbrand London. “Vibrant in color, connected in form, live in application, it looks to the future but never forgets its heritage.”
In crafting a new brand architecture for the organization, the idea was to focus on progress while harnessing the equity of the Türk Telekom brand, which was deemed the most valuable in the portfolio by Interbrand analysts. With 175 years of heritage and a presence in all 81 provinces, Türk Telekom benefits from strong relationships amongst personal and professional customers and credibility for delivering diverse services. The portfolio covers everything from mobile operations to convergence technologies, online education software, call centers, wholesale data services and more.
Türk Telekom’s investment in its parent brand is part of its people-centric strategy—now customers can access mobile, internet, telephone and television services from one provider rather than bouncing between different shops, websites and call centers. The move also builds on cultural insights obtained during the strategy process. According to Interbrand London’s Executive Director of Brand Strategy, Paula Oliveira, the findings emphasized “the importance for organizations operating in Turkey to understand Turkish customers’ individual needs, but to still make them feel part of something bigger.”
And bigger is what Türk Telekom is going for as it prepares not only to shake up things inside its own doors but to lead change throughout the country. “Turkey will become an important finance, energy and transportation hub of the region in the future and Türk Telekom is the digital partner the country needs for this massive transformation,” said Rami Aslan, the company’s CEO.
Türk Telekom is already sending out growth signals: In April, 206,000 km of fiber infrastructure will connect to the company’s 4.5G mobile network, and the company is also talking about establishing a 5G roadmap, rights to European football content and a 4K TV service. United by its brand new identity and integrated strategy, Türk Telekom plans to shape the future of the telecommunications landscape on its home turf.
Janine Stankus is a New York-based content editor for Interbrand.