Urban identity and brand cities; Manisa example

This study aims to identify the core elements shaping Manisa's urban identity within the framework of city branding and to assess the potential social and cultural benefits of Manisa becoming a recognized brand city. A quantitative research design was employed, collecting data from 564 university students studying in Manisa via a structured questionnaire. Findings reveal that students' perceptions of Manisa were generally neutral or uninformed prior to their arrival; however, their experiences in the city significantly enhanced their opinions, particularly in areas of personal and social development such as socialization, cultural tolerance, and time management. Furthermore, Manisa provides a supportive and respectful environment for diverse political views, religious beliefs, and value systems, fostering personal freedom and inclusivity. While the city did not strongly shape students' future career goals, it positively contributed to their economic planning and personal growth. mThese results emphasize the importance of integrating university students' experiences into Manisa's branding strategy. To evolve into a competitive brand city, Manisa must extend beyond basic urban services to actively support social engagement, cultural visibility, and youth inclusion in local dynamics.