Kent Markalaşmasının Temel Sorunları

Yıl 2020, Cilt: 7 Sayı: 2, 443 - 462, 01.09.2020

Ülke Evrim Uysal

https://doi.org/10.30626/tesamakademi.788844

Öz

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.

Anahtar Kelimeler

Kent Markalaşması, Kent Markaları, Özgünlük, Rekabet, Katılım

Major Issues of City Branding

Öz

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.

Anahtar Kelimeler

City branding, City Brands, Originality, Participation, Competition

Kaynakça

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