The effect of city perception on city brand image in creating a brand city: Sakarya province example

Today, cities are no longer just places to live; are increasingly competing to become strong brands. With globalization, the social, cultural, and economic values of cities have come to the forefront, making city perception and brand image more significant. A "brand city" is one that stands out with its unique values, quality of life, historical, cultural, natural richness, and leaves a positive impression on its target audience. City perception refers to the collection of impressions, feelings, expectations, and experiences individuals have about a city. This perception is shaped by both local residents and external observers. Elements such as physical infrastructure, quality of services, social life, safety, and transportation contribute to forming this perception. City brand image, on the other hand, encompasses mental associations and societal perceptions, influencing investors, tourists, and potential residents. This study examines the role of city perception in creating a brand city through the case of Sakarya. The city's industrial structure, production capacity, and natural and touristic assets are evaluated to explore its brand potential. The aim of the research is to identify which factors stand out in the local population's perception of the city and to reveal how this perception affects the city's brand image. Data were collected through surveys conducted with residents of Sakarya using the convenience sampling method. The CKES City Brand and Image Scales, developed in accordance with Turkey's socio-economic context, were utilized. According to the research, it was determined that there is a strong and positive relationship between city perception and city brand image. On the other hand, it was revealed that demographic characteristics and behavioral city perception and city image are effective. In this context, the shaping of the perceptions of local people of Sakarya's brand city potential has begun to be shaped.