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A Brief History of City Branding in Istanbul

A Brief History of City Branding in Istanbul

Ülke Evrim Uysal
Copyright: © 2017 |Pages: 15
ISBN13: 9781522505761|ISBN10: 1522505768|EISBN13: 9781522505778
DOI: 10.4018/978-1-5225-0576-1.ch006
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MLA

Uysal, Ülke Evrim. "A Brief History of City Branding in Istanbul." Global Place Branding Campaigns across Cities, Regions, and Nations, edited by Ahmet Bayraktar and Can Uslay, IGI Global, 2017, pp. 117-131. https://doi.org/10.4018/978-1-5225-0576-1.ch006

APA

Uysal, Ü. E. (2017). A Brief History of City Branding in Istanbul. In A. Bayraktar & C. Uslay (Eds.), Global Place Branding Campaigns across Cities, Regions, and Nations (pp. 117-131). IGI Global. https://doi.org/10.4018/978-1-5225-0576-1.ch006

Chicago

Uysal, Ülke Evrim. "A Brief History of City Branding in Istanbul." In Global Place Branding Campaigns across Cities, Regions, and Nations, edited by Ahmet Bayraktar and Can Uslay, 117-131. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-0576-1.ch006

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Abstract

This chapter analyzes city branding efforts in Istanbul in the context of urban tourism. The chapter focuses on the evolution of promotional practices from disorderly and inconsistent marketing strategies to a coherent city brand. This relatively brief but complex history of city branding in Istanbul is divided into three analytical and interrelated phases: Self-Orientalism, the City of Religions and the Multi-Faceted City. In analyzing this process, the main representations, themes, slogans and other methods of city branding are discussed. In doing so, this study attempts to introduce a historical/chronological approach to the city branding literature in the case of Istanbul. Next, in the light of this approach and the case study, the study aims to discuss general implications and reasons about changes of city brands over time.

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