As Istanbul's brand city positioning: İGA example

Istanbul is a very important city, adorned with historical and cultural assets, both for Turkey and for other countries. Istanbul, for which many civilizations struggled due to its geographical location, is still not seen as one of the cities known as a brand city, although its importance has been recognized since ancient times. This city, which has hosted three civilizations at first, has long deserved to be recognized and mentioned as a brand city with its economic and cultural assets. A very important attempt has been made to make İstanbul a brand city and the IGA Airport project has been implemented. It is aimed to make the city assets that created İGA known again thanks to İGA and to reach the acceptance of larger masses. The presentation of İGA and Istanbul in the internet media, which is one of the city branding activities carried out in this way, has been examined. It has been concluded that they have made and will contribute to each other greatly. It is seen that the condition to ensure this is to include more Istanbul and cultural motifs in IGA news presentations. It is predicted that if Istanbul assets and cultural motifs are combined with the vision and mission of IGA Airport, more successful works that serve the city will emerge. In this study, in which the news of 5 news platforms are examined, there are also criticisms and suggestions for activities to be done. İGA has a very important place in positioning Istanbul as a brand city. Both Istanbul and İGA are affected by the positioning studies. This situation should be taken into account. When the assets of the cities considered as brand cities are examined, it will be seen that the assets of Istanbul are richer. Within the scope of the study, it has been revealed that the factor that prevents Istanbul from being brought to the brand city status is the city positioning strategy. It is thought that this deficiency will be eliminated with the correct branding activities by İGA. Keywords: İstanbul, İGA, brand, branding, city