An Evaluation On The Process of Being A Brand City Of Mugla

Abstract

The importance of urban marketing has been increasing today, when a rivalry between products and enterprises has arisen based on cities in terms of development of countries by the help of globalization and brand strategies applied for products are being adapted to cities, which aims to highlight cities. Cities are significant actors in efforts of economic, social and cultural development of countries. Branding, which means being different in the eyes of target mass, more chance of being recognized, and establishing values, is preferred. For a city, what being a brand means to attract local and foreign tourists, encourage investments, to increase the life standards of local public, and so to add value. Branding process is to create an identity for the city and position. In this study which includes three different disciplines, which are public management, economics and business administration, closely related to the issue, during the process of identity creation, Mugla's potential of being a brand city was evaluated and interviews were made in depth with the shareholders having a role in its being a brand city and results obtained have been suggested.