Abstract:

The aim of creating a positive image and branding in the city is to enable cities to develop in different areas, particularly in the tourism sector. All the destinations in the developing world are trying to develop strategies to create a better quality of life for their inhabitants and to compete with other destinations. The increasing competition in the national and international arena brought about the importance of city branding efforts. With globalization, cities have had to compete not only with other cities in their own countries but also with cities in other countries. For this reason, cities have had to give importance to branding studies. The symbolic formation of all information about the city constitutes the process of branding of cities. The purpose of this study is; is to draw a framework for urban branding by giving examples of city branding with a systematic literature analysis in terms of perspectives, approaches, variables, methods and related concepts. In this context, it is explored which symbols stand out in national, regional and urban terms.

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