Evaluation of high-rise buildings' effects on the image of the city in the context of brand value case study: Bursa, Nilufer

Cities have been the settlements with the greatest population and economic activities throughout history. Along with globalization, geographical borders have ceased to exist, and cities have begun to change and grow with the influence of this process. Cities that grow with internal and external migration each day are home to the majority of the world's population. In the globalization process, cities have entered the branding race in order to increase the number of visitors coming to the city and to get more share from global capital. The city is marketed with its physical structure, historical background, the activities it hosts, and the various possibilities it offers. In this process, the widespread use of the consumption places emerged in the cities affect the cities and their inhabitants as well as the image of the cities. The high-rise buildings are one of the most outstanding examples among the consumption places that emerged in the cities. The aim of this thesis study is to investigate how these high-rise buildings, which are rapidly increasing in number every day, influenced the cities that entered the branding race, with the help of Bursa case. The thesis consists of five parts. The second parts following the "Introduction" section, in which the purpose and the general scope of the thesis and the methods used in the research are described, includes a detailed literature analysis. In the second section, firstly the concepts of globalization and city are discussed and the effects of the globalization process are explained. Secondly, in which branding concept and brand cities are examined, brand city criteria and components are determined and examples of brand cities from all over the World are given. Finally, the concept of height and high-rise buildings and the arguments both against and in favor of high-rise building constructions in cities are discussed. In the third section covering the area study, the image of Bursa city, branding strategies of Bursa city and branding criteria of high-rise buildings which are located in the selected in study area are analyzed with various scientific methods. The results obtained are presented in the forth section. In the fifth and last section, the extent to which the aims of the thesis are realized in the direction of the results obtained in the research are discussed. Also some future proposals about the topic are developed. Key words; globalization, city, image of city, brand city, high-rise building.