University students' perceptions about Eskişehir among becoming brand city

Becoming a brand is different from its competitors, and in the case of decision, it means preferring against the opponent by the target group and thus gaining a higher perceived value. Similarly, the branding of a city implies transforming all the resources of the city into a high value in the minds of the target group in terms of cultural, commercial and political. With the influence of globalization and communication technologies in the world, cities compete with other cities. A city can market in a comfortable and profitable way by differentiating the values, products and services in the city from other existing products and services such as the region or country firms. Investors can attract the attention of local and foreign visitors and direct them to the city and as a result the brand can become a city. From this point of view, the aim of this study is; Eskişehir's branding and brand is the city to provide the benefits provided in the city. In this study, firstly brand, city branding and brand city concept were discussed and then the potential of becoming a brand city of Eskişehir was examined and suggestions were made in the process of becoming a brand city for Eskişehir. In this study conducted on students studying in Eskişehir, data was collected with face-to-face survey method. The brand image of Eskişehir has been tried to be measured. The data were analyzed in SPSS program and it was determined that Eskişehir had a positive image. The most important feature of Eskişehir is the city's tourist and historical buildings, while the city has a rich image of modern, clean, calm and safe social amenities. The results of Eskişehir people were determined as hard working, helpful and entrepreneur. Finally, the sociological definition of the province of Eskişehir has been concluded as being a city of education.