İstanbul'da şehir markalaşmasının mevcut durum analizi

One of the most prevalent concerns of the last decades is the issue of city branding. With the effect of globalization the boundaries of countries have disappeared and importance of cities, the concept of city branding are becoming more of an issue. Indeed, city branding is increasingly taking part in an international competition. There has been a growing awareness on the citizens as well. Local authorities, private organizations and citizens try to promote the city in order to attract tourists and investors. But this interest sometimes results in conflict. As there is neither a strategic plan nor a shared slogan. This thesis defines the literary terms related with city branding firstly then it analyses the various approaches around the World and subsequently it presents different city branding cases in Turkey. Later on the current situation in Istanbul is summarized with regard to the undergoing projects held by Istanbul Development Agency. And it aims to focus on the processes that should be gone through to have a successful city branding campaign in Istanbul based on those projects. Key words: City Branding, Marketing, Place Marketing, Brand, City Branding in Istanbul.