INTERNATIONAL JOURNAL OF SOCIAL HUMANITIES SCIENCES RESEARCH (JSHSR)

Abstract


BUILDING BRAND CITY: EVALUATION OF THE THOUGHTS ON THE CITY IMAGE IN GÜMÜŞHANE SCALE

A city emerges as a marketable outcome of the attitudes, behaviors, and approaches of all groups living in it. All the elements that make up the city, differentiated expectations and needs make it necessary to evaluate as a whole bringing the interests of all groups together in accordance with the common interest of the city. This creates a strategy through a systematic planning process and marketing mix which emphasizes the strong aspects of the city, its cultural, social and economic values. In this way, the life quality of the people in the city goes up and the attractiveness and employment opportunities of the city increase in the eye of other cities. Similarly, making the city a brand requires revealing the positive components of the city. Branding of a city takes place in the form of applying traditional structure in product and service marketing to cities. Place branding is defined as spending brand strategy of cities, regions, and countries on the development of education, tourism, cultural, investment, export and sporting activities. The combination of all of these shows that the place has become a brand. In order to be a brand city, all the factors that make up the brand value of the city should be taken into consideration. This situation also reveals how the city brand is perceived by consumers. In recent years, since it has become important to build a brand city, all cities have started new formations with the aim of branding. In the study, it has been tried to determine the importance levels and sufficiency status of the factors affecting the process of determining and creating the image of the city that will contribute to Gümüşhane's becoming a brand city. For this purpose, research data were obtained from 390 participants with different demographic qualities residing in Gümüşhane province. The survey method was used as data collection technique in the study. When the data obtained at the end of the research are analyzed, it has been reached to the finding that some of the variables related to the urban image are sufficient for the participants, some of them are insufficient.



Keywords
Brand City, Urban Image, Gümüşhane, Marketing



References

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