MANAGING THE IMAGE OF CITIES IN THE “GLOBAL VILLAGE:” City Branding As An Opportunity Against Globalization

Gözdem Çelikkanat Aysu

DOI: http://dx.doi.org/10.26687/archnet-ijar.v7i2.169

Abstract

In this article the strong effect of forming a corporate identity in city branding is  studied. It is emphasized that by strong identity and image acquisition cities distinguish by their unique branding elements rather than global city imposition  hat is carried out by globalization pressure. According to the opinions that perceive globalization as an absolute fact, cities like Istanbul have to articulate  to this new system. In this way of thinking, it is inevitable to suffer in McLuhan’s  “global village”. However creating strategies for powerful image and branding of a city can be a leading factor against global city imposition. Keeping up with the same method of creating a “corporate” identity, the image of the cities has to be managed by the symmetric communication with all the actors. By this way  globalization can be used as an opportunity instead of threat.

Keywords

Globalization; corporate identity; communication strategies; city branding

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