City branding the brand city Beykoz

This research is aimed to determine the brand perception of the citizens in Beykoz district and with this perspective in the process on creating a city branding, discuss and estimate how to generate a powerful and efficient city. The study application area is the citizens of Beykoz district during 2013. Sample is 202 random residens.Research is executed with general scanning model the datas of there search are collected with "Beykoz District Brand Perception Scale" and "Personal Information Form" . The scale consist of two parts.,including information in the first part, 24 perception expression in the second part.The datas of the scales coded in computer, decoded by SPSS software. Explanatory Factor Analysis and Varimax Transformed Factor Analysis are used to develop the scale. Firstly, factorising of 24 expression studied. It is observed that Kaiser-Meyer-Olkin sampling sufficiency measuring value is 0,803 and Bartlett's sphericity test is statistically meaningful. The result of the reliability analysis for brand perception determined the Cronbach alfa coefficient as 0,910.The frequency and the percent distribution of the datas in the first part of the scale are studied for the perception determination of the participants's arithmatic average and standard deviation. In order to show the difference between behaviours in double matching "t" test, when there is more than two variables one way variance analysis is used. The difference between arguments is tested with ? = 0,05 significancy test.The indications of the research are;The marks of the sample residents about Beykoz District Brand Perception Scale are determined around average levels. It is observed that depending on the gender, marital status, education level and age of the sample group there is not a meaningful effect about brand perception. Besides; income, job, occupation, residence and residence duration are observed to effect the brand perception.Keywords: Branding, City Branding, The Brand City Beykoz , Product Branding, Urbanization.?