Advertisement and slogan in the brand position: an analysis on Besiktas football team

Abstract

Football has become a part of global industry with globalization and the national football teams have begun to compete with world teams. Creating brand value has become highly important at this conjuncture, where competition stands out. The football teams aim to position their own brands as international brands by developing a variety of projects. In the scope of this research, the commercial of “Come to Besiktas”, seemingly prepared with the philosophy of “come whoever you are” and has been shared by Besiktas Club on digital platforms, was investigated by using semiotic analysis method. With the obtained results, this research aims to determine the importance of advertisements and slogans in brand positioning.