Abstract:

Today, the competition to be a brand between the institutions is now experiencing intense between the cities. In this competitive environment, attracting investments, attracting tourists, increasing exports, attracting qualified workforce, the best way to attract the indigenous people is through branding. The marketing process requires a set of strategies to develop and implement in which the advantages of other cities are put forward to the distinction of cities from other cities and to the attraction of all target audiences in the city. In addition to knowing that branding provides many advantages to cities, it is also recognized that the process is long and requires more effort. Therefore, in the process of branding, the responsibility lies to local governments, public institutions, civil society organizations, private sector institutions and local media and city residents. In this context, in the branding of cities, the Development Agencies also have an important role as other institutions and organizations. Development agencies conduct work such as supporting project activities, research, planning, coordination and promotion for the development of cities. In this study, the activities of the İzmir Development Agency aimed at the branding of İzmir were examined. The data obtained from the quality research methods through face-to-face interviews and document review is subject to content analysis.

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