The Role of City Brands in National Branding

Esma Ebru Şentürk; Cihat Kartal

doi:10.35674/kent.1499601

EN TR

The Role of City Brands in National Branding

Abstract

The perception of a country as a brand is influenced by various factors, including the global economy, political structure, and location. However, the literature lacks sufficient information on identifying the items that can strengthen these variables. This research argues that it is crucial to identify the distinguishing features of each city and use them to create a country brand model from the collective city brands. The study employed a survey method, collecting 1,637 questionnaires from three distinct cities in Türkiye. The brand identities of these cities, as perceived by their citizens, were then analyzed. The obtained data was used to propose a model enabling Türkiye to establish a brand identity from local to general. The research revealed that although the three cities share similarities, their citizens perceive different sub-dimensions of their respective city brands, which are interrelated in various ways. The sub-dimensions of city identity as perceived by the citizens of the three cities form the basis of the proposed country branding model. In future research, it is recommended that the model be re-examined for different target groups and different countries.

Keywords

City Brand Image , City Branding , Country Branding , Country Branding Model , Türkiye

Kent Markalarının Ulusal Markalaşmadaki Rolü

Öz

Bir ülkenin marka olarak algılanması, küresel ekonomi, siyasi yapı ve konum gibi çeşitli faktörlerden etkilenmektedir. Ancak literatürde bu değişkenleri güçlendirebilecek öğelerin belirlenmesi konusunda yeterli bilgi bulunmamaktadır. Bu araştırma, her bir şehrin ayırt edici özelliklerinin belirlenmesinin ve bunların kolektif şehir markalarından bir ülke markası modeli oluşturmak için kullanılmasının önemli olduğunu savunmaktadır. Araştırmada anket yöntemi kullanılmış ve Türkiye'nin üç farklı şehrinden 1.637 anket toplanmıştır. Daha sonra bu şehirlerin vatandaşları tarafından algılanan marka kimlikleri analiz edildi. Elde edilen veriler, Türkiye'nin yerelden genele marka kimliğini oluşturmasını sağlayacak bir model önermek için kullanıldı. Araştırma, üç şehrin benzerlikler paylaşmasına rağmen vatandaşların kendi şehir markalarının farklı alt boyutlarını algıladıklarını ve bunların çeşitli şekillerde birbiriyle ilişkili olduğunu ortaya çıkardı. Her üç şehrin vatandaşları tarafından algılanan şehir kimliğinin alt boyutları, önerilen ülke markalaşma modelinin temelini oluşturmaktadır. Gelecek araştırmalarda modelin farklı hedef gruplar ve farklı ülkeler için yeniden incelenmesi önerilmektedir.

Anahtar Kelimeler

Şehir Marka İmajı , Şehir Markalaşma , Ülke Markalaşma , Ülke Markalaşma Modeli , Türkiye

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Esma Ebru Şentürk ^*
0000-0002-4528-1518
Türkiye

Cihat Kartal
0000-0003-2390-8268
Türkiye

Early Pub Date

January 15, 2025

Publication Date

January 15, 2025

Submission Date

June 11, 2024

Acceptance Date

November 4, 2024

Published in Issue

Year 2025 Volume: 18 Number: 1

DOI

https://doi.org/10.35674/kent.1499601

IZ

https://izlik.org/JA37RM77XW

APA

Şentürk, E. E., & Kartal, C. (2025). The Role of City Brands in National Branding. Kent Akademisi, 18(1), 119-139. https://doi.org/10.35674/kent.1499601

Cited By

Ulus Markalaması Bağlamında Türkiye’nin Medyada Temsili: Türk Hava Yolları Reklamları Üzerine Bir Nitel İçerik Analizi

İşletme Bilimi Dergisi

https://doi.org/10.22139/jobs.1762589

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