Branding of cities from a women's perspective: The case of Balıkesi̇r

The brand city concept is a holistic approach that highlights a city's unique identity, strengthens perceptions of that city, and contributes to its promotion. Key determinants of city branding include the use of logos and slogans, the development of tourism infrastructure, geographically indicated products, achievements in gastronomy, underground resources, and a healthy environment.In cities with gender equality, women's ability to fulfill their daily responsibilities and integrate into employment processes depends primarily on the existence of supportive infrastructures such as adequate and accessible daycare centers. Furthermore, vocational courses that support women's professional development, production and interaction spaces that enhance their social participation, and structures such as women's cooperatives that enable women to actively participate in economic life directly contribute to women's empowerment in the city. These elements are among the fundamental components that enhance both the city's social sustainability and brand value. Balıkesir is a city notable for its historical heritage, geographically indicated products, rich local culinary culture, advanced gastronomy, and various tourism opportunities such as sea and mountain tourism, as well as its thermal springs. This versatility puts the city in an advantageous position in the process of becoming a brand city. However, transforming this potential into branding is possible through strategic planning, effective marketing activities, and the support of local governments with sustainable policies. The study, "City Branding from a Women's Perspective: The Case of Balıkesir," aims to analyze the role of women in the city branding process from a gender perspective and examines the urban approach from a women's perspective in the case of Balıkesir province. In this context, women's participation in public life, employment, and politics; their access to safe urban spaces; and the supportive services provided by the Balıkesir Metropolitan Municipality and the Balıkesir Governorate are evaluated. Furthermore, the branding potential of Balıkesir, in line with its socio-cultural, economic, and natural beauty, is examined, particularly through the lens of health tourism, gastronomy, and local values. The study aims to demonstrate that women-focused urban policies contribute to the brand identity of cities.