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Journals / Journal of Yasar University / 2021 / Cilt: 16 - Sayı: 62

The Importance of Local Governments in the Urban Branding Process

Kentsel Markalaşma Sürecinde Yerel Yönetimlerin Önemi

Miray ÖZDEN
GÖKMEN KANTAR
Sabri ÇINAR
Pages
1005–1021
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In this study, the urban branding process will be discussed in terms of urban branding strategies, and the role and importance of local governmentswill be evaluated in this process.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The cities have now turned into attraction centers both commercially and politically with the rapid population growth and the increase in urbanization, This important role undertaken by cities has caused local governments to determine new strategies regarding urban policies.
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Key Findings & Data:For this reason, municipalities have focused on creating new areas of responsibility in strategic city management in orderto increase branding efforts in evaluating cities as centers of attraction and to redefine local economic values.
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Conclusion & Impact:In this study, the urban branding process will be discussed in terms of urban branding strategies, and the role and importance of local governmentswill be evaluated in this process.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The cities have now turned into attraction centers both commercially and politically with the rapid population growth and the increase in urbanization, This important role undertaken by cities has caused local governments to determine new strategies regarding urban policies. For this reason, municipalities have focused on creating new areas of responsibility in strategic city management in orderto increase branding efforts in evaluating cities as centers of attraction and to redefine local economic values. Urban branding is a new approach to urban development of sustainable cities. City branding, a new aspect of urban communication, transforms the visual image of the city into a brand image and improves the marketing of the city image in various ways. In this study, the urban branding process will be discussed in terms of urban branding strategies, and the role and importance of local governmentswill be evaluated in this process.

Özet

Hızlı nüfus artışı ile birlikte kentleşmenin artması, kentlerin artık hem ticari hem de siyasi anlamda cazibe merkezlerine dönüşmesine yol açmıştır. Kentlerin üstlendikleri bu önemli rol, yerel yönetimlerin de kentsel politikalar konusunda yeni stratejiler belirlemesine neden olmuştur. Bu sebeple, kentlerin cazibe merkezi olarak değerlendirilmesinde markalaşma çalışmalarının arttırılması ve yerel ekonomik değerlerin yeniden belirlenebilmesi amacıyla belediyeler, stratejik kent yönetimi konusunda da yeni görev alanlarının oluşturulması çalışmalarına ağırlık vermişlerdir. Kentsel markalaşma, sürdürülebilir şehirlerin kentsel gelişimine yönelik yeni bir yaklaşımdır. Kentsel iletişimin yeni bir yönü olan şehir markalaşması, şehrin görsel imajını marka imajına dönüştürerek şehir imajının pazarlamasını çeşitli şekillerde geliştirmektedir. Çalışmada, kentsel markalaşma süreci, kentsel markalaşma stratejileri bakımından ele alınacak, bu süreçte yerel yönetimlerin rolü ve önemi değerlendirilecektir.

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Cite This Article

ÖZDEN, M., KANTAR, G., ÇINAR, S. (2021). The Importance of Local Governments in the Urban Branding Process. Journal of Yasar University, Cilt: 16 - Sayı: 62, 1005–1021. https://ajindex.com/articles/219078

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