The Role of City Brands in National Branding

Abstract

The perception of a country as a brand is influenced by various factors, including the global economy, political structure, and location. However, the literature lacks sufficient information on identifying the items that can strengthen these variables. This research argues that it is crucial to identify the distinguishing features of each city and use them to create a country brand model from the collective city brands. The study employed a survey method, collecting 1,637 questionnaires from three distinct cities in Türkiye. The brand identities of these cities, as perceived by their citizens, were then analyzed. The obtained data was used to propose a model enabling Türkiye to establish a brand identity from local to general. The research revealed that although the three cities share similarities, their citizens perceive different sub-dimensions of their respective city brands, which are interrelated in various ways. The sub-dimensions of city identity as perceived by the citizens of the three cities form the basis of the proposed country branding model. In future research, it is recommended that the model be re-examined for different target groups and different countries.