Institutions that want to survive in a competitive environment that continues to exist on a global scale and have an advantageous position compared to their competitors adopt various communication strategies in order to affect their target groups. In the context of communication strategies, institutions use "corporate communication" applications for important purposes such as conveying messages to internal and external audiences, creating a positive image for the institution and providing a reputation. In this context, agenda-oriented studies and real-time marketing are also evaluated within the scope of corporate communication practices. In this study, within the scope of corporate communication strategies, real-time marketing strategies of the institutions, the topics on the agenda and their operations through their logos were investigated. In this framework, the semiological analysis method was used to reveal how automobile companies operate on the COVID-19 epidemic as part of their corporate communication studies, as one of the most important items of the national and international agenda. In the study, the automobile companies' social media accounts and websites in the Automotive Distributors Association's report titled “December 2020 Automobile and Light Commercial Vehicle Market Evaluation” were examined. In this process, the creative new logos of the companies making COVID-19 related logo studies were evaluated within the scope of semiotics and examined in detail. As a result of the examination, it was determined that automobile companies, which made visual changes in their logos during the COVID-19 pandemic, especially drew attention to the concept of "social distance" and in this context, they worked on their logos to show their social sensitivity to their customers.

Author Name: İlkay Burak TASKIRAN

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Keywords: corporate communication, social media, real-time marketing, covid-19, logo analysis of automobile brands

ISSN: -

EISSN: 2718-1081

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