ULKE EVRIM UYSAL
Dr. Öğr. Üyesi,
Beykent Üniversitesi, İ.İ.B.F.,
Public Administration and
This study investigates major issues of city branding, which recently emerged as an urban policy. Current literature on city branding is dominated by the view that city brands significantly contributes to attract investors and visitors. In this context, decision makers in cities tend to develop brands with regard to previous samples. Thanks to these city brands, cities are expected to acquire advantageous positions in competition between cities. This expectation leads to negligence of issues. The analysis of branding processes in various cities has revealed five major issues in city branding: issues stemming from the nature of brands, competitive inequality between cities, lack of harmony between city and the city brand, issues concerning the originality of the city brand and participation in city branding process. This study critically evaluates these issues and offers possible solutions.
Keywords: City Branding, City Brands, Originality, Competition, Participation