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Kent Markalaşmasının Temel Sorunları

Year 2020, Volume: 7 Issue: 2, 443 - 462, 01.09.2020
https://doi.org/10.30626/tesamakademi.788844

Abstract

Bu çalışma, son yıllarda kentsel politika olarak ortaya çıkan kent markalaşmasının temel sorunlarını incelemektedir. Alanyazında kent markalarının daha fazla yatırımcı ve ziyaretçi çekme konusunda katkı sağlayacağı görüşü baskındır. Bu doğrultuda kentlerdeki karar vericiler, önceki örnekler üzerinden marka geliştirmeye eğilim göstermiştir. Bu markaların kentler arası rekabette avantajlı bir konum sağlayacağı beklentisi, markalaşma sürecinde karşılaşılan sorunların görmezden gelinmesine neden olmuştur. Farklı kentlerdeki markalaşma süreçleri incelendikten sonra markalaşmada beş temel sorun tespit edilmiştir: marka kavramının doğasından kaynaklanan sorunlar, kentler arası rekabette eşitsizlik, kent ve markası arasındaki uyumsuzluk, kent markasının özgünlüğüne ilişkin sorunlar ve markalaşma sürecinde katılım. Çalışmada bu sorunlar eleştirel bir bakış açısıyla değerlendirilmiş ve çözüm önerileri sunulmuştur.

References

  • Anholt, S. (2006). The Anholt-GMI city brands index: How the world sees the world’s cities. Place Branding, 2(1), 18-31.
  • Anholt, S. (2007). What is competitive identity?. In Competitive identity (pp. 1-23) London: Palgrave Macmillan.
  • Akturan, U. ve Oğuztimur, S. (2016). Kent markalaşması kavramının içeriği ve gelişimi: Farklı disiplinler farklı yaklaşımlar. Planlama Dergisi, 26(2), 117-129.
  • Ashworth, G. (2009). The instruments of place branding: How is it done?. European Spatial research and policy, 16(1), 9-22.
  • Ashworth, G., and Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16(8), 520-531.
  • Ashworth, G. J., and Voogd, H. (1988). Marketing the city: concepts, processes and Dutch applications. Town planning review, 59(1), 65.
  • Bianchini, F. (2006). Confessions of a place marketer, interview with Paul Brookes. European Studies: A Journal of European Culture, History and Politics 23(1), 287–299.
  • Bramwell, B., and Rawding, L. (1996). Tourism marketing images of industrial cities. Annals of Tourism research, 23(1), 201-221.
  • Eshuis, J. and Edwards, A. (2013). Branding the city: The democratic legitimacy of a new mode of governance. Urban Studies, 50(5), 1066-1082.
  • Evans, G. (2003). Hard‐branding the cultural city–from Prado to Prada. International journal of urban and regional research, 27(2), 417-440.
  • Gotham, K. F. (2007). (Re)branding the big easy: tourism rebuilding in post-Katrina New Orleans. Urban Affairs Review, 42(6), 823-850.
  • Gordon, I. (1999). Internationalisation and urban competition. Urban studies, 36(56), 1001-1016.
  • Govers, R., Go, F. M., and Kumar, K. (2005). Virtual Tourism Destination Image Innovating measurement methodologies. Journal of Travel Research, 39(1), 1-23.
  • Hannigan, J. (2003). Symposium on branding, the entertainment economy and urban place building: introduction. Blackwell: Londra.
  • Heeley, J. (2014). Marketing everything and theming sameness: Urban destination marketing in contemporary Europe. Turističko poslovanje, (13), 47-59.
  • Hospers, G. J. (2011) City branding and the tourist gaze. In K. Dinnie (ed.) City branding: Theory and cases (pp. 27–35), London: Palgrave Macmillan.
  • Kapferer, J. N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. London: Kogan Page
  • Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place branding, 1(1), 58-73.
  • Kavaratzis, M. and Ashworth, G. J. (2005). City branding: an effective assertion of identity or a transitory marketing trick?. Tijdschrift voor economische en sociale geografie, 96(5), 506-514.
  • Lever, W. F. (1999). Competitive cities in Europe. Urban studies, 36(5-6), 1029-1044.
  • Nobili, V. (2005). The role of European capital of culture events within Genoa’s and Liverpool’s branding and positioning efforts. Place Branding, 1(3), 316-328.
  • Ooi, C. S. (2011). Paradoxes of city branding and societal changes. In City branding (pp. 54-61). London: Palgrave Macmillan.
  • Paddison, R. (1993). City marketing, image reconstruction and urban regeneration. Urban studies, 30(2), 339-349.
  • Richards, G. and Wilson, J. (2004). The impact of cultural events on city image: Rotterdam, cultural capital of Europe 2001. Urban studies, 41(10), 1931-1951.
  • Riezebos, R. (2007). City Branding: sense or nonsense. Amsterdam: European Institute for Brand Management (EURIB).
  • Selby, M. and Morgan, N. J. (1996). Reconstruing place image: A case study of its role in destination market research. Tourism Management, 17(4), 287-294.
  • Seisdedos, G. and Vaggione, P. (2005, October). The city branding processes: the case of Madrid. In 41st ISoCaRP Congress (Vol. 17).
  • Smidt-Jensen, S. (2006). City branding: lessons from medium sized cities in the Baltic Sea Region, in Medium sized cities in dialogue around the Baltic Sea. Danish Centre for Forest, Landscape and Planning: KVL.
  • Smith, A. (2005). Conceptualizing city image change: the ‘re-imaging’of Barcelona. Tourism Geographies, 7(4), 398-423.
  • Stock, F. (2009). Identity, image and brand: A conceptual framework. Place Branding and Public Diplomacy, 5(2), 118-125.
  • Trueman, M. M., Cornelius, N. and Killingbeck-Widdup, A. J. (2007). Urban corridors and the lost city: overcoming negative perceptions to reposition city brands. Journal of Brand Management, 15(1), 20-31.
  • Uysal, Ü. E. (2013). Branding Istanbul: Representations of religion in promoting tourism. Place Branding and Public Diplomacy, 9(4), 223-235.
  • Uysal, Ü. E. (2017). A brief history of city branding in Istanbul. In Global place branding campaigns across cities, regions, and nations (pp. 117-131). Hershey: IGI Global. Vanolo, A. (2008a). Internationalization in the Helsinki metropolitan area: Images, discourses and metaphors. European Planning Studies, 16(2), 229-252.
  • Vanolo, A. (2008b). The image of the creative city: Some reflections on urban branding in Turin. Cities, 25(6), 370-382.
  • Weiss-Sussex, G. (2006). Berlin literature and its use in the marketing of the ‘new Berlin’. In  Weiss-Sussex G. and Bianchini F., (eds), Urban Mindscapes of Europe (pp. 237-258). Brill Rodopi.
  • Zukin, S. (1996). The cultures of cities. Wiley-Blackwell.

Major Issues of City Branding

Year 2020, Volume: 7 Issue: 2, 443 - 462, 01.09.2020
https://doi.org/10.30626/tesamakademi.788844

Abstract

This study investigates major issues of city branding, which recently emerged as an urban policy. Current literature on city branding is dominated by the view that city brands significantly contributes to attract investors and visitors. In this context, decision makers in cities tend to develop brands with regard to previous samples. Thanks to these city brands, cities are expected to acquire advantageous positions in competition between cities. This expectation leads to negligence of issues. The analysis of branding processes in various cities has revealed five major issues in city branding: issues stemming from the nature of brands, competitive inequality between cities, lack of harmony between city and the city brand, issues concerning the originality of the city brand and participation in city branding process. This study critically evaluates these issues and offers possible solutions.

References

  • Anholt, S. (2006). The Anholt-GMI city brands index: How the world sees the world’s cities. Place Branding, 2(1), 18-31.
  • Anholt, S. (2007). What is competitive identity?. In Competitive identity (pp. 1-23) London: Palgrave Macmillan.
  • Akturan, U. ve Oğuztimur, S. (2016). Kent markalaşması kavramının içeriği ve gelişimi: Farklı disiplinler farklı yaklaşımlar. Planlama Dergisi, 26(2), 117-129.
  • Ashworth, G. (2009). The instruments of place branding: How is it done?. European Spatial research and policy, 16(1), 9-22.
  • Ashworth, G., and Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16(8), 520-531.
  • Ashworth, G. J., and Voogd, H. (1988). Marketing the city: concepts, processes and Dutch applications. Town planning review, 59(1), 65.
  • Bianchini, F. (2006). Confessions of a place marketer, interview with Paul Brookes. European Studies: A Journal of European Culture, History and Politics 23(1), 287–299.
  • Bramwell, B., and Rawding, L. (1996). Tourism marketing images of industrial cities. Annals of Tourism research, 23(1), 201-221.
  • Eshuis, J. and Edwards, A. (2013). Branding the city: The democratic legitimacy of a new mode of governance. Urban Studies, 50(5), 1066-1082.
  • Evans, G. (2003). Hard‐branding the cultural city–from Prado to Prada. International journal of urban and regional research, 27(2), 417-440.
  • Gotham, K. F. (2007). (Re)branding the big easy: tourism rebuilding in post-Katrina New Orleans. Urban Affairs Review, 42(6), 823-850.
  • Gordon, I. (1999). Internationalisation and urban competition. Urban studies, 36(56), 1001-1016.
  • Govers, R., Go, F. M., and Kumar, K. (2005). Virtual Tourism Destination Image Innovating measurement methodologies. Journal of Travel Research, 39(1), 1-23.
  • Hannigan, J. (2003). Symposium on branding, the entertainment economy and urban place building: introduction. Blackwell: Londra.
  • Heeley, J. (2014). Marketing everything and theming sameness: Urban destination marketing in contemporary Europe. Turističko poslovanje, (13), 47-59.
  • Hospers, G. J. (2011) City branding and the tourist gaze. In K. Dinnie (ed.) City branding: Theory and cases (pp. 27–35), London: Palgrave Macmillan.
  • Kapferer, J. N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. London: Kogan Page
  • Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place branding, 1(1), 58-73.
  • Kavaratzis, M. and Ashworth, G. J. (2005). City branding: an effective assertion of identity or a transitory marketing trick?. Tijdschrift voor economische en sociale geografie, 96(5), 506-514.
  • Lever, W. F. (1999). Competitive cities in Europe. Urban studies, 36(5-6), 1029-1044.
  • Nobili, V. (2005). The role of European capital of culture events within Genoa’s and Liverpool’s branding and positioning efforts. Place Branding, 1(3), 316-328.
  • Ooi, C. S. (2011). Paradoxes of city branding and societal changes. In City branding (pp. 54-61). London: Palgrave Macmillan.
  • Paddison, R. (1993). City marketing, image reconstruction and urban regeneration. Urban studies, 30(2), 339-349.
  • Richards, G. and Wilson, J. (2004). The impact of cultural events on city image: Rotterdam, cultural capital of Europe 2001. Urban studies, 41(10), 1931-1951.
  • Riezebos, R. (2007). City Branding: sense or nonsense. Amsterdam: European Institute for Brand Management (EURIB).
  • Selby, M. and Morgan, N. J. (1996). Reconstruing place image: A case study of its role in destination market research. Tourism Management, 17(4), 287-294.
  • Seisdedos, G. and Vaggione, P. (2005, October). The city branding processes: the case of Madrid. In 41st ISoCaRP Congress (Vol. 17).
  • Smidt-Jensen, S. (2006). City branding: lessons from medium sized cities in the Baltic Sea Region, in Medium sized cities in dialogue around the Baltic Sea. Danish Centre for Forest, Landscape and Planning: KVL.
  • Smith, A. (2005). Conceptualizing city image change: the ‘re-imaging’of Barcelona. Tourism Geographies, 7(4), 398-423.
  • Stock, F. (2009). Identity, image and brand: A conceptual framework. Place Branding and Public Diplomacy, 5(2), 118-125.
  • Trueman, M. M., Cornelius, N. and Killingbeck-Widdup, A. J. (2007). Urban corridors and the lost city: overcoming negative perceptions to reposition city brands. Journal of Brand Management, 15(1), 20-31.
  • Uysal, Ü. E. (2013). Branding Istanbul: Representations of religion in promoting tourism. Place Branding and Public Diplomacy, 9(4), 223-235.
  • Uysal, Ü. E. (2017). A brief history of city branding in Istanbul. In Global place branding campaigns across cities, regions, and nations (pp. 117-131). Hershey: IGI Global. Vanolo, A. (2008a). Internationalization in the Helsinki metropolitan area: Images, discourses and metaphors. European Planning Studies, 16(2), 229-252.
  • Vanolo, A. (2008b). The image of the creative city: Some reflections on urban branding in Turin. Cities, 25(6), 370-382.
  • Weiss-Sussex, G. (2006). Berlin literature and its use in the marketing of the ‘new Berlin’. In  Weiss-Sussex G. and Bianchini F., (eds), Urban Mindscapes of Europe (pp. 237-258). Brill Rodopi.
  • Zukin, S. (1996). The cultures of cities. Wiley-Blackwell.
There are 36 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Ülke Evrim Uysal 0000-0002-7116-2766

Publication Date September 1, 2020
Published in Issue Year 2020 Volume: 7 Issue: 2

Cite

APA Uysal, Ü. E. (2020). Kent Markalaşmasının Temel Sorunları. TESAM Akademi Dergisi, 7(2), 443-462. https://doi.org/10.30626/tesamakademi.788844
AMA Uysal ÜE. Kent Markalaşmasının Temel Sorunları. TESAM Akademi Dergisi. September 2020;7(2):443-462. doi:10.30626/tesamakademi.788844
Chicago Uysal, Ülke Evrim. “Kent Markalaşmasının Temel Sorunları”. TESAM Akademi Dergisi 7, no. 2 (September 2020): 443-62. https://doi.org/10.30626/tesamakademi.788844.
EndNote Uysal ÜE (September 1, 2020) Kent Markalaşmasının Temel Sorunları. TESAM Akademi Dergisi 7 2 443–462.
IEEE Ü. E. Uysal, “Kent Markalaşmasının Temel Sorunları”, TESAM Akademi Dergisi, vol. 7, no. 2, pp. 443–462, 2020, doi: 10.30626/tesamakademi.788844.
ISNAD Uysal, Ülke Evrim. “Kent Markalaşmasının Temel Sorunları”. TESAM Akademi Dergisi 7/2 (September 2020), 443-462. https://doi.org/10.30626/tesamakademi.788844.
JAMA Uysal ÜE. Kent Markalaşmasının Temel Sorunları. TESAM Akademi Dergisi. 2020;7:443–462.
MLA Uysal, Ülke Evrim. “Kent Markalaşmasının Temel Sorunları”. TESAM Akademi Dergisi, vol. 7, no. 2, 2020, pp. 443-62, doi:10.30626/tesamakademi.788844.
Vancouver Uysal ÜE. Kent Markalaşmasının Temel Sorunları. TESAM Akademi Dergisi. 2020;7(2):443-62.