BibTex RIS Kaynak Göster

City Image and Branded Cities

Yıl 2012, Sayı: 17, 141 - 155, 01.07.2012

Öz

Competition between cities became very important because of disappearing borders with globalization. In this competitive environment, cities are putting more and more efforts to show their uniqueness in order to attract more tourists, investors, industrialists and students from other cities. For this reason, by revealing their strengths, cities try to create their images which will add value to them and carry on promotional and marketing activities with a special emphasis on branding in recent years. This study focuses on the concept of city branding, gives information about city image, overcoming negative image, phases of city branding and its difficulties. Moreover the study covers several examples from Turkey and the world

Kaynakça

  • Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.
  • Anholt, S. (2006). How the World Views its Cities, The Anholt City Brands Index. Second Edition, NewYork: http://www.futuremelbourne.com.au/wiki/pub/FMPlan/S3Resources /Anholt_City_Brands_ Index_cbi2006-q4- free.pdf.
  • Avraham, E. (2004). “Media Strategies for Improving an Unfavorable City Image”. Cities. 21(6): 471-479.
  • Baker, J. B. (2008). “Critical Success Factors in Destination Branding”. Tourism and Hospitality Research. 8(79):79-97.
  • Baltuch, J. (2006). “Branding Your City: A Recipe for Success”: http://www.brandchannel.com/papers_review. asp?sp_id=352.
  • Braun, E. (2008). “City Marketing, Towards an Integrated Approach” Doktora Tezi. RSM Erasmus University http://repub.eur.nl/res/pub/13694/EPS2008142ORG9058921802Braun.pdf.
  • Cova, B. (1997). “Community and Consumption Towards a Definition of the “Linking Value” of Products and Services”. European Journal of Marketing. 31:297-316.
  • De Chernatory ve Mc Donald (1992). Creating Powerful Brands. 2nd Edition, Oxford: Butterworth Heinnemann Pub.
  • Elliott, R. ve Wattanassuvan, K. (1998). “Brands as Symbolic resources for the Construction of Identity”. International Journal of Advertising. 17:131-144.Kavaratzis, M. (2004).
  • “From City Marketing to City Branding”. Place Branding 1(1):58-73.
  • Kavaratzis, M. ve Ashworth, G. J. (2005). “City Branding: An Effective Assertion of Identity or a Transitory Marketing Trick?”. Tijdschrift voor Economische en Sociale Geografic. 96(5):506-514.
  • Kavaratzis, M. ve Ashworth G. J. (2006). “Partners in Coffeeshops, Canals and Commerce: Marketing the City of Amsterdam”. Cities. 24(1):16-25.
  • Kavaratzis, M. (2008). “From City Marketing to City Branding- An Interdisciplinary Analysis with Refernece to Amsterdam, Budapest and Athens”, Doktora Tezi, Groningen Üniversitesi, Groningen: Mekansal Bilimler Fakültesi.
  • Koçer, N. Gaziantep Sanayi Odası, Marka Şehir Gaziantep Projesi Sunumu. http://www.kalder.org.tr/ genel/15kongre/sunumlar/nejat_kocer.pdf.
  • Knox, S. ve Bickerton, D. (2003). “The Six Conventions of Corporate Branding”. European Journal of Marketing. 37(7-8):998-1016.
  • Kotler, P. ve Hamlin, M. A, Rein, I. ve Haider, D. H. (2002). Marketing Asian Places, Singapore: John Wiley &Sons (Asia).
  • Morgan, N. and Pritchard, A (2002). “Contextualising Destination Branding”. Morgan, N., Pritchard, A. and Pride, R. (edit.) içinde “Destination Branding: Creating the unique destination proposition”. Oxford: Butterworth-Heinemann.
  • Morgan, N. and Pritchard, A. (2004) “Meeting the Destination Branding Challenge”.Morgan, N., Pritchard, A. and Pride, R. (ed..) içinde. “Destination Branding: Creating the Unique Destination Proposition”. 2. Baskı. Oxford: Butterworth-Heinemann.
  • Odabaşı, Y. ve Oyman, M. (2002). Pazarlama İletişimi Yönetimi. 3. Baskı. İstanbul: MediaCat Yayınları.
  • Rainisto, S. K. (2003). “Success Factors of Place Marketing: a Study of Place Marketing Practices in Northern Europe and the United States. Doktora Tezi. Helsinki Unniversity of Technology, Institute of Strategy and International Business.
  • Robin, L. (2004). Advertising By Design, Creating Visual Communications with Graphic Impact. New Jersey: John Wiley and Sons.
  • Simoes, C. ve Dibb, S. (2001). “Rethinking the Brand Concept: New Brand Orientation” Corporate Communications: An International Journal. 6(4):217-224.
  • Short, J.R., Breitbach, S., Buckman, S. ve Essex, J. (2000). “From World Cities to Gateaway Cities”. City. 4:317-340.
  • Şahin, G. (2010). “Turizmde marka Kent Olmanın Önemi: İstanbul Örneği”. Yüksek Lisans Tezi. Ankara: Ankara Üniv. Sosyal Bilimler Enstitüsü.
  • Tayebi, S. (2006). “City Branding” http://www.scribd.com/doc/36383816/Sarah-Tayebi-on-City-Branding, Erişim Tarihi: 15 Şubat 2012.
  • Winfield-Pfefferkoern, J. (2005). “The Branding of Cities, Exploring City Branding and the Importance of Brand Image”. Yüksek Lisans Tezi. Syracuse: Syracuse Üniversitesi.
  • www.markasehir.com, Erişim Tarihi: 24 Şubat 2012.
  • www.marketingpower.com, Erişim Tarihi: 20 Şubat 2012.

Kent İmajı ve Markalaşan Kentler

Yıl 2012, Sayı: 17, 141 - 155, 01.07.2012

Öz

Küreselleşme ile birlikte sınırları kalkan dünyada şehirlerarası rekabet daha da önem kazanmıştır. Bu rekabet ortamında kentler, diğer kentlerden farklılıklarını ortaya koyarak daha fazla turisti, yatırımcıyı, sanayiciyi ve öğrenciyi kendisine çekmek ve içinde yaşayan insanlar için daha iyi yaşanılan bir yer olabilmek için diğer şehirlerle büyük bir yarış içerisine girmişlerdir. Bu nedenle şehirler küresel platformda rekabet güçlerini arttırmak için farklı ve kuvvetli yanlarını ortaya koyarak kendilerine değer katacak bir imaj oluşturma çabası içerisinde, markalaşma çalışmalarına yönelmeye başlamıştır. Bu çalışma, kent markalaşması kavramını mercek altına alarak kent imajı, olumsuz imajla mücadele etme, markalaşma süreci ve zorlukları aşamalarını inceleyerek, dünyadan ve Türkiye’den markalaşan kentlere örnekler vermektedir

Kaynakça

  • Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.
  • Anholt, S. (2006). How the World Views its Cities, The Anholt City Brands Index. Second Edition, NewYork: http://www.futuremelbourne.com.au/wiki/pub/FMPlan/S3Resources /Anholt_City_Brands_ Index_cbi2006-q4- free.pdf.
  • Avraham, E. (2004). “Media Strategies for Improving an Unfavorable City Image”. Cities. 21(6): 471-479.
  • Baker, J. B. (2008). “Critical Success Factors in Destination Branding”. Tourism and Hospitality Research. 8(79):79-97.
  • Baltuch, J. (2006). “Branding Your City: A Recipe for Success”: http://www.brandchannel.com/papers_review. asp?sp_id=352.
  • Braun, E. (2008). “City Marketing, Towards an Integrated Approach” Doktora Tezi. RSM Erasmus University http://repub.eur.nl/res/pub/13694/EPS2008142ORG9058921802Braun.pdf.
  • Cova, B. (1997). “Community and Consumption Towards a Definition of the “Linking Value” of Products and Services”. European Journal of Marketing. 31:297-316.
  • De Chernatory ve Mc Donald (1992). Creating Powerful Brands. 2nd Edition, Oxford: Butterworth Heinnemann Pub.
  • Elliott, R. ve Wattanassuvan, K. (1998). “Brands as Symbolic resources for the Construction of Identity”. International Journal of Advertising. 17:131-144.Kavaratzis, M. (2004).
  • “From City Marketing to City Branding”. Place Branding 1(1):58-73.
  • Kavaratzis, M. ve Ashworth, G. J. (2005). “City Branding: An Effective Assertion of Identity or a Transitory Marketing Trick?”. Tijdschrift voor Economische en Sociale Geografic. 96(5):506-514.
  • Kavaratzis, M. ve Ashworth G. J. (2006). “Partners in Coffeeshops, Canals and Commerce: Marketing the City of Amsterdam”. Cities. 24(1):16-25.
  • Kavaratzis, M. (2008). “From City Marketing to City Branding- An Interdisciplinary Analysis with Refernece to Amsterdam, Budapest and Athens”, Doktora Tezi, Groningen Üniversitesi, Groningen: Mekansal Bilimler Fakültesi.
  • Koçer, N. Gaziantep Sanayi Odası, Marka Şehir Gaziantep Projesi Sunumu. http://www.kalder.org.tr/ genel/15kongre/sunumlar/nejat_kocer.pdf.
  • Knox, S. ve Bickerton, D. (2003). “The Six Conventions of Corporate Branding”. European Journal of Marketing. 37(7-8):998-1016.
  • Kotler, P. ve Hamlin, M. A, Rein, I. ve Haider, D. H. (2002). Marketing Asian Places, Singapore: John Wiley &Sons (Asia).
  • Morgan, N. and Pritchard, A (2002). “Contextualising Destination Branding”. Morgan, N., Pritchard, A. and Pride, R. (edit.) içinde “Destination Branding: Creating the unique destination proposition”. Oxford: Butterworth-Heinemann.
  • Morgan, N. and Pritchard, A. (2004) “Meeting the Destination Branding Challenge”.Morgan, N., Pritchard, A. and Pride, R. (ed..) içinde. “Destination Branding: Creating the Unique Destination Proposition”. 2. Baskı. Oxford: Butterworth-Heinemann.
  • Odabaşı, Y. ve Oyman, M. (2002). Pazarlama İletişimi Yönetimi. 3. Baskı. İstanbul: MediaCat Yayınları.
  • Rainisto, S. K. (2003). “Success Factors of Place Marketing: a Study of Place Marketing Practices in Northern Europe and the United States. Doktora Tezi. Helsinki Unniversity of Technology, Institute of Strategy and International Business.
  • Robin, L. (2004). Advertising By Design, Creating Visual Communications with Graphic Impact. New Jersey: John Wiley and Sons.
  • Simoes, C. ve Dibb, S. (2001). “Rethinking the Brand Concept: New Brand Orientation” Corporate Communications: An International Journal. 6(4):217-224.
  • Short, J.R., Breitbach, S., Buckman, S. ve Essex, J. (2000). “From World Cities to Gateaway Cities”. City. 4:317-340.
  • Şahin, G. (2010). “Turizmde marka Kent Olmanın Önemi: İstanbul Örneği”. Yüksek Lisans Tezi. Ankara: Ankara Üniv. Sosyal Bilimler Enstitüsü.
  • Tayebi, S. (2006). “City Branding” http://www.scribd.com/doc/36383816/Sarah-Tayebi-on-City-Branding, Erişim Tarihi: 15 Şubat 2012.
  • Winfield-Pfefferkoern, J. (2005). “The Branding of Cities, Exploring City Branding and the Importance of Brand Image”. Yüksek Lisans Tezi. Syracuse: Syracuse Üniversitesi.
  • www.markasehir.com, Erişim Tarihi: 24 Şubat 2012.
  • www.marketingpower.com, Erişim Tarihi: 20 Şubat 2012.
Toplam 28 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

H Nur Görkemli Bu kişi benim

Yayımlanma Tarihi 1 Temmuz 2012
Yayımlandığı Sayı Yıl 2012 Sayı: 17

Kaynak Göster

APA Görkemli, H. N. (2012). Kent İmajı ve Markalaşan Kentler. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(17), 141-155.