tutar, özgün dokuz eylül üniversitesi - fen bilimleri enstitüsü - şehir ve bölge planlama yüksek lisans programi, turkey , bal, eylem dokuz eylül üniversitesi - mimarlik fakültesi - şehir ve bölge planlama bölümü, turkey , dalgakiran erdoğan, ahu dokuz eylül üniversitesi - mimarlik fakültesi - şehir ve bölge planlama bölümü, turkey , karataş ünverdi, neslihan dokuz eylül üniversitesi - mimarlik fakültesi - şehir ve bölge planlama bölümü, turkey , ecemiş kiliç, sibel dokuz eylül üniversitesi - mimarlik fakültesi - şehir ve bölge planlama bölümü, turkey

Public Interest Oriented City Branding Process: The Case Study of Çanakkale

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With the spread over of neoliberal policies in international scale and the globalisation process, nation state borders have been eroded, and with the capital that has gained maximum ability of flow, cities and regions came to the forefront and localisation gained dominancy. During this process, it becomes visible that cities have entered into a strong comptetition in order to integrate in the global network and transformed their all kinds of privileged item into a marketing instrument. In this context, city branding has become the focus of critical concern. However, such a practice of branding has in time brought about the commodification of urban values and the cities which are in this race have transformed into objects of consumption. When the experiences of world countries are examined, it is seen that specifically in the middle and small-scaled cities, city branding may cause the loss of local identity and may result in uniform places. In this context, another point that should be stressed upon in parallel to the efficient and leading role of the private sector that emerge within the process is the public interest that fell behind within the context of the profit and consumption-based strategies. In this paper we aim to develop an understanding of planning and governance towards removing the mentioned risks that have the possibility of appearing during the process of city branding in one of the middle-scaled Anatolian cities – Çanakkale. In this context, city perception survey with the citizens in Çanakkale and oral interviews with institutions had been carried out, and on-site surveys and analysis had been undertaken. In this process, an organisation scheme dominated by local initiative is developed in which vision, mission and strategic aims that city governors and stakeholders should possess exist as well as the principles that should be adopted, spatial strategies that should be followed and the technique of brand positioning. The developed strategies display that public interest oriented city branding can also be possible.

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City branding , brand city , Çanakkale , public interest , participation.

Aegean Geographical Journal

53