The Role of City Brands in National Branding

Öz

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.

Anahtar Kelimeler

• 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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