Abstract:

Today, the advantages and effects of branding are supported by scientific studies. The concept of brand city is one of the most frequently encountered urban terms in the 21st century. In order to create a brand city, it is necessary to make the city a center of attraction. Being a center of attraction is possible by carrying out various strategic initiatives to attract foreign investors, domestic and foreign tourists to the city center. Being a brand city for cities brings with its various advantages in terms of administrative, economic and cultural aspects. Therefore, businesses exhibit various opportunity-seeking behaviors in order to gain competitive advantage with their limited resources. This situation necessitates providing maximum value for businesses and their stakeholders. In this sense, strategic entrepreneurship, which emerged with the combination of the concepts of strategy and entrepreneurship, which were independent from each other until the 2000s; engages in entrepreneurial actions from a strategic point of view. The aim of this study is to examine the role of strategic entrepreneurship in creating a brand city in the case of Trabzon province. Unlike previous studies, this research contributes to the literature with the feature of being the first in which the concepts of brand city creation and strategic entrepreneurship are evaluated together in the case of Trabzon province. In order to form a basis for the research in the study, first of all, the formation and process of brand creation, brand city creation, the role of strategic entrepreneurship in brand city creation were conceptually examined; The meaning of the city in terms of the role of strategic entrepreneurship has been transferred to the study.

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