Nusr-Et: Sustaining the Personality Brand

Date

2019-10-01

Author

Wasti Pamuksuz, Syeda Nazlı
Andrews, Scott

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As the story is introduced, Nusret Gokce (also known as Salt Bae) is introduced as a butcher with a difference. His story to fame is outlined throughout the case, which includes many weblinks with examples of events that have been launched both in Turkey and subsequently in Dubai and in the USA, promoting his unique restaurant chain. Throughout the case narrative, it becomes clear that the success of the restaurant chain is shaped around the theatrical approaches to Nusret’s presentation and delivery of the largely meat-based dishes, which have led to mixed reviews in the press. Nonetheless, Nusret manages a carefully and widely publicised Public Relations (PR) campaign, engaging with key famous individuals including national leaders, politicians, and celebrities, including Leonardo di Caprio, Puff Daddy, Dr Oz, David Beckham, Justin Bieber, and Donald Trump Jr, who appear as advocates endorsing his profile and reputation. His personal branding style creates a very attractive approach to PR, preferring likes on Instagram and Youtube in contrast to more traditional styles of marketing. The case raises questions regarding the sustainability of Nusr-Et’s business model. Would Nusr-Et’s global operations be sustainable, given that its major investors in and outside of Turkey were running into financial conflict? How sustainable would a one-man show be, solely relying on the talent and charisma of Nusret Gokce? How would the New York experience affect the success of other launches in major cities around the world? It seemed that the investors had a lot to consider.

URI

https://www.thecasecentre.org/products/view?id=166497
https://hdl.handle.net/11511/110176

Collections

Department of Business Administration, Article