MANAGERIAL COMMUNICATION STRATEGIES IN THE CITY MARKING PROCESS (EXAMPLE OF IZMIR METROPOLITAN MUNICIPALITY)

Abstract

Urban branding is an effort to increase the apparent visibility and recognition of a city among other cities, to create positive impressions towards the city and to draw a positive image towards the city. In order for the city to be a brand value, it is necessary to attach importance to the communication strategies included in proactive strategies. It is necessary to direct the process by choosing the right target audience at the right time, in the right place and in the right direction, in the direction of communication practices of the city. The aim of this study is to determine the adequacy degree of İzmir, which has an important potential on the way to becoming a brand city, in terms of management. In this direction, it is aimed to determine which strategic communication activities İzmir uses, which is one of the important cultural and tourism cities, in the administrative process. In this direction, it was aimed to determine the communicative dimension of socio-cultural studies on the way to becoming a brand city, efforts to activate the brand city process with communication activities, and the adequacy degrees of the identity creation efforts in the branding process. As a result of the research, it has been concluded that İzmir has taken important steps towards becoming a brand city, and a communication environment based on common coordination between the local government and other publicities is used effectively in being a brand valuable city.