Branding of cities in the globalization process: Evaluation of communication activities of local governments in Bursa in this context

The concept of "city branding" that emerged from the influence of the globalization process in recent years has begun to be seen as an effective way of ensuring differentiation. In this process, when the efforts increasing the quality of life in the city are supported with various communication activities it is effective in the formation of the positive affair towards the city over time. Nowadays, when the influence of the internet on people is considered, it is very important to carry out studies which will be supported to the process positively at the internet environment, too. Accordingly, by making a literature review in the first three sections; globalization, brand and branding, city branding, local governments, internet usage in local governments were examined and the potential and values of Bursa in the frame of city branding hexagon set forth by Simon Anholt were put forward. In the research part of the study, websites of municipalities, which are the subject of research, were analyzed with the determined questions in the context of the "tourism" element in the city branding hexagon. In the study, the Turkish and English versions of the web sites of Bursa Metropolitan Municipality and Nilüfer Municipality were used; on the other hand because of the Osmangazi, Yıldırım and Mudanya Municipalities do not have English versions; only Turkish versions are included. The aim of the study is to show whether the web sites of the municipalities which are taken as subject to the research; to determine if the municipalities have made sufficient informations about the "tourism" element in the city branding hexagon and whether the values are reflected to contribute to the city branding. Keywords: Globalization, Brand, Branding, City Branding, City Branding Hexagon, Local Government, Bursa, Tourism, Web Sites