Identity building process in international destination branding: A Case for the city of adana

ABSTRACTIDENTITY BUILDING PROCESS IN INTERNATIONAL DESTINATIONBRANDING: A CASE FOR THE CITY OF ADANAMehmet Cihan YAVUZPh.D. Thesis, Business DepartmentSupervisor: Assoc. Prof. Canan MADRANJanuary 2007, 203 pagesIn this study, brand identity development which is the fundamental issue todevelop a successful destination brand was studied. Adana City was chosen forapplication field. Data related to brand identity of the City had been gathered bya qualitative research method (Delphi Method) from public, private and NGOmanagers of Adana. As a result, identity elements of Adana B r a n d weredetermined.Brand is an important marketing tool for a destination to differentiate itself fromits competitors. The academic studies regarding to city branding i s sues havebeen seen recently in the literature. T his piece of work aims to develop ascientific infrastructure to brand a city as a destination.By this study, four identity components/themes were extracted for Adana brandas an international destination. These identity components have been found as;Plane d C i t y , Medical Center, Modern Agricultural Center and C i t y o fEntertainment&Cultural Activities.Keywords: Adana City, City Brand, Destination Branding, Brand Identity,Process of Identity Building, Delphi Method.