A Research on City Branding Activities: The Case of Karşıyaka/İzmir

Berkay Ozkaya and Elif Deniz
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Berkay Ozkaya: University of Turkish Aeronautical Association
Elif Deniz: Izmir Katip Celebi University

Business and Economics Research Journal, 2019, vol. 10, issue 2, 557-574

Abstract: The aim of this study is to investigate how branding activities of Karşıyaka County of İzmir, Turkey are shaped in terms of social, cultural and economic characteristics; to make assessments about the county and to offer suggestions for urban branding efforts. In this study in which case study was implemented data was collected through face-to-face interviews conducted with participants selected by judgment sampling technique. The current status, structure in terms of brand components, current branding strategies and branding process of Karşıyaka County were analyzed in light of branding efforts and strategies. According to the results, Karşıyaka is in the process or being a branded city. However, the process needs to be integrated into the branded house model, to reveal Karşıyaka’s potential success on the fields of cultre, art and sports. It is believed that branding activities should be carried out by a holistic and institutional committee established under the umbrella of Karşıyaka Municipality bringing all NGOs and the related economic, cultural and social actors together.

Keywords: Branding; Brand Components; City Branding; Branding Strategies; Karşıyaka (search for similar items in EconPapers)
JEL-codes: M31 R11 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ris:buecrj:0407

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