Abstract
The concept of brand continues to show its function in different areas and increase its importance day by day. Especially in the intense global competition environment, branding has moved from the dimension of products to a dimension between cities and countries. A strong country brand reflects on the products produced by the country, on the other hand, it increases the reputation of the country and enables it to have more say in the international political arena and to become a centre of attraction for investors by increasing their income. In this study, it is aimed to be determined whether Turkey's brand value and country image in the eyes of the brother country Azerbaijan has been changed or not as a result of the support given to Azerbaijan by Turkey in the recent Azerbaijan-Armenia war. For this purpose, the first period of the study in September 2020, and the second period after the war between December 2020 and January 2021, was carried out by conducting an online survey throughout Azerbaijan with Azerbaijani Turks living in Azerbaijan. Study findings reveal the brand value and country image of Turkey before and after the war in the eyes of Azerbaijani Turks living in Azerbaijan in dimensions of sincerity, excitement, competence, sophistication and ruggedness.
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