Brand positioning and city brands: An example about branding the city of Burdur

Globalization is an undeniable truth of our present day. No city can live and develope by applying withdraw policies. Therefore cities have to establishrelations with the other cities in their countries and cities that are in other countries of the world. Nowadays, marketing began to be restructured based on relations. In this context, a synergistic effect is tried to be created with the efford of using all communication methods.As a result of the globalization, competition in countries is increasing to interurban competitions by the day. Cities apply variety of methods to attract the investors that have their own consumers, new citizens, tourists, business world exactly like products. However, cities show some differences according to products in some points. Cities have more complex nature than products have. They are made up of too many dynamics. Therefore, we see that process of being of a brand of the cities is more complex. To be a brand of a city will come into value after being applied of all these dynamics. This will take place as a result of the solidarity and effort of all citizens including mayor and opinion leaders of the city. In addition of this, it should not be forgotten that this process is a long-term one so that citizens should be patient, determined and consistent in this process.There is not a standard way that will be applied in the process for all cities. Every city has their own peculiar values inside. In this context, a strategic image administration should be determined to identify the real values of the city, brand elements should be choosen diligently and they should be positioned in consumers' apprehensions in a distinguishing way. It is very important to affect the mentality of consumers and come together in a common perceptual denominator presenting them with value.All cities have to know what they are and where they are going. To identify a realistic vision that can be shared by all target mass and to step to the future in accordance with the plan will bring the success.Key Words: Integrated marketing communication, brand, brand positioning, city positioning, city branding.