City as a Brand: Case of Gazimağusa

Purpose of this research is to create successful city brand, and develop strategies of Famagusta’s city brand for measuring some affecting elements of brand value concept such as; social, economic, political and cultural values of city. In this context, a face to face survey has been carried out with 325 people who live in Gazimağusa (Famagusta), Lefkoşa (Nicosia) and Girne (Kyrenia) which has much more population than other residential areas of Turkish Republic of Northen Cyprus (TRNC) and majority of the participants were tourists, students and local citizens. Emprical results show that a positive relation has been detected between Gazimağusa city brand image and “historical heritages, various tourism opportunities, quality education from local universities and port of Gazimağusa.” However results also show that a negative relationship exists between brand image of Gazimağusa and the actual political situation of Varosha. Keywords: Famagusta, Varosha, City, City Brand, City Branding Strategies, Independent sample T-test, Anova analysis