In the globalizing world, countries have become involved in the product and service competition between companies. In this context, countries have entered the process of branding in order to differentiate themselves from other countries and create value for themselves. Countries that have made their names known in the international arena with their branding efforts have thus attracted the attention of tourists, countries and investors. The basis of branding a country is a temporal activity that consists of transforming the country into abstract and concrete values in terms of cultural, commercial and political aspects and reconstructing its cultural and tourism policies. It is also possible to see examples of branding in the Turkish World, which is built on a solid foundation of both historical and cultural partnerships. In this study, the concept of country branding is explained and the activities related to the branding of Azerbaijan, one of the important centers of the Turkic World, are examined and evaluated in the form of a literature review, and the studies carried out in the meantime are included. In addition, Azerbaijan's situation in the international arena was also taken into consideration.
Turkish World, Brand, Branding, Branding of Countries, Branding Policies, Azerbaijan