Local governance in the context of urban branding an application in Nigde city

Governance is a modern management approach which includes the concepts of participation, sharing, consistency, responsibility, transparency and accountability. It is so serious to put governance into practice at both local and country level in terms of its success. The implementation of governance in local has brought up the concept of "local governance" including all local segments. In this study, local governance was examined in the context of creating a city brand, and a total of 266 people were interviewed face-to-face in order to reveal the effect of local governance on the branding process of the city. Upon these analyses, it was aimed to determine how much the "Brand City Niğde" phenomenon was adopted by local people of Niğde living in or outside Niğde as well as to point out contributions of local people and the elements of the brand concept. Frequency tables of the survey data obtained were prepared and general information and answers of the respondents were compiled. Cross-tables were prepared for each survey question in order to determine the existence of a relationship among other questions. In addition, variance analysis was used to test whether there is a significant relationship between the answers given to the survey questions and other related questions, also if there is a significant difference between the classification scales such as gender, age, expectation, brand city concept approach, occupation, etc or not. As a result of this particular test, in the answers that were found to have significant differences between the answers given among the groups, Scheffe test, one of the non-parametric tests, was carried out. The aim of test was in order to determine if there was a significant variation or not among groups and to examine difference in terms of subgroup statistically. Statistically, significant variations at the levels of 1%, 5% and 10% were put forward in order to show the originality of the study. Keywords: Governance, Branding, Brand City, Niğde