Multilateral symmetrical communication approach for sustainable city brands

In order to create a successful city brand, the key point is the establishment of communication organizations and thereby providing the sustainable communication. The success of the world cities whose brand value and awareness are high is the configuration of successful brand structures for the involvement of the stakeholders in the period. Starting from this point inspired by the two-way symmetrical communication model that is developed by James Grunig, symmetric and sustainable communication between the actors and stakeholders are assumed to play a significant role as a prerequisite for achieving success. In any case or any field, communication is the vital discipline that is required for the sustainable practice of all areas in terms of the city. In this regard, even for sustainability in infrastructure, renovation, finance, tourism, culture, the importance of symmetry and participation of the all parts is also considered to be important in terms of communication. For sustainable city brand, the roles of the actors, the impact of these roles on the brand and the impact of ensuring the multi-lateral communication between actors on the brand image and demonstrating the importance of this is the main aim of the thesis. As well as the analysis of the current situation between the actors and stakeholders of the İstanbul brand also seeks to contribute to the literature with 'multilateral symmetrical communication model" which has been created to respond to the lacks and needs of communication in terms of city brands. Keywords: Sustainability, City brands, publics, symmetrical communication, İstanbul