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BUSINESS AND ECONOMICS RESEARCH JOURNAL

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Article Information
Journal: Business and Economics Research Journal
Title of Article: A Research on City Branding Activities: The Case of Karşıyaka/İzmir
Author(s): Berkay Ozkaya, Elif Deniz
Volume: 10
Number: 2
Year: 2019
Page: 557-574
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.185
Abstract
The aim of this study is to investigate how branding activities of Karşıyaka County of İzmir, Turkey are shaped in terms of social, cultural and economic characteristics; to make assessments about the county and to offer suggestions for urban branding efforts. In this study in which case study was implemented data was collected through face-to-face interviews conducted with participants selected by judgment sampling technique. The current status, structure in terms of brand components, current branding strategies and branding process of Karşıyaka County were analyzed in light of branding efforts and strategies. According to the results, Karşıyaka is in the process or being a branded city. However, the process needs to be integrated into the branded house model, to reveal Karşıyaka’s potential success on the fields of culture, art and sports. It is believed that branding activities should be carried out by a holistic and institutional committee established under the umbrella of Karşıyaka Municipality bringing all NGOs and the related economic, cultural and social actors together.

Keywords: Branding, Brand Components, City Branding, Branding Strategies, Karşıyaka

JEL Classification: M31, R11

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