Yer Markalama Türlerinin Karşılaştırmalı Analizi: Şehir Markalamadan Ulus Markalamaya Kavramsal Bir Çerçeve ve Vaka Örnekleri

Öz

Bu çalışma, yer markalama kavramını ve literatürde çoğu zaman teorik sınırları ile birbirleriyle ilişkileri yeterince açıklığa kavuşturulmayan yer markalama türlerini incelemektedir. Bu doğrultuda şehir markalama, destinasyon markalama, ülke markalama ve ulus markalama karşılaştırmalı bir yaklaşımla ele alınmış; türlerin temel özellikleri sistematik biçimde sınıflandırılmış ve aralarındaki benzerlikler ile farklılıklar karşılaştırmalı olarak değerlendirilmiştir. Araştırma, literatür incelemesine dayalı betimleyici, karşılaştırmalı ve vaka analizi yöntemleri çerçevesinde yürütülmüştür. Çalışmada yer markalama türlerini karşılaştırmak amacıyla mekânsal ölçek, temel amaç, aktörler, hedef kitle, stratejik yaklaşım, odak ve zaman ufku boyutlarından oluşan bir analitik çerçeve geliştirilmiş ve bu çerçeve uluslararası vaka örnekleri üzerinden değerlendirilmiştir. Sonuç olarak çalışma, yer markalama türleri arasındaki kavramsal ayrımların analitik açıdan anlamlı olduğunu, ancak uygulamada bu türlerin karşılıklı etkileşimler yoluyla şekillenen çok katmanlı bir yapı sergilediğini göstermektedir. Bu doğrultuda çalışma, ilk olarak yer markalama türlerini sistematik biçimde sınıflandıran ve karşılaştıran bir analitik çerçeve geliştirmekte; ikinci olarak bu çerçeveyi vaka örnekleri üzerinden uygulayarak türler arasındaki ayrımlar ve etkileşimlere ilişkin karşılaştırmalı bulgular ortaya koymakta; üçüncü olarak ise hibrit yer markalama kavramını önererek yer markalamanın çok düzeyli ve bütünleşik doğasına dikkat çekmektedir. Bu yönüyle çalışma, yer markalama literatürüne hem kavramsal hem de uygulamaya dönük katkılar sunmaktadır.

Anahtar Kelimeler

• Yer Markalama
• Şehir Markalama
• Destinasyon Markalama
• Ülke Markalama
• Ulus markalama

Destekleyen Kurum

yok

Proje Numarası

yok

Etik Beyan

Bu çalışma etik kurul onayı gerektirmemektedir.

Teşekkür

yok

A Comparative Analysis of Place Branding Types from City Branding to Nation Branding: A Conceptual Framework and Case Examples

Öz

This study examines the concept of place branding and the different types of place branding, whose theoretical boundaries and interrelationships often remain insufficiently clarified in the literature. Accordingly, city branding, destination branding, country branding, and nation branding are analyzed through a comparative approach. The defining characteristics of these types are systematically classified, and their similarities and differences are comparatively evaluated. The research is based on a descriptive, comparative, and case study design grounded in a review of the relevant literature. To compare different types of place branding, an analytical framework consisting of the dimensions of spatial scale, primary objective, actors, target audience, strategic approach, focus, and time horizon is developed and applied to a set of international case examples. The findings demonstrate that the conceptual distinctions among place branding types are analytically meaningful; however, in practice these types exhibit a multilayered structure shaped by reciprocal interactions. In this regard, the study makes three main contributions. First, it develops an analytical framework that systematically classifies and compares different types of place branding. Second, by applying this framework to case examples, it provides comparative findings regarding the distinctions and interactions among place branding types. Third, it introduces the concept of hybrid place branding, drawing attention to the multi-level and integrated nature of place branding processes. In doing so, the study contributes to the place branding literature from both conceptual and practical perspectives.

Anahtar Kelimeler

• Place Branding
• City Branding
• Destination Branding
• Country Branding
• Nation Branding

Destekleyen Kurum

no

Proje Numarası

yok

Etik Beyan

This study does not require approval from an ethics committee.

Teşekkür

no

Kaynakça

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