City branding / image building as a new paradigm: the case of Eskişehir

Download
2018
Koç, Evrim
In the last three decades cities have become the nodes of the global economy by enhancing their own competitive capacities; through improving their capabilities with respect to human capital, innovation, and creativity. They have struggled to become successful in competitive conditions as they have been following several strategies including urban branding, brand management and creating a new image. In Turkey, 2023 Tourism Vision identified 19 cities as candidates of cities with brands; therefore it introduced plans, projects and strategies related to these cities. City branding has become a popular discourse in Turkey, from very small sized towns to metropolitan cities, and almost every mayor has made a “brand city” declaration as they have used it as a propaganda item. This thesis attempts to investigate the process of the city branding efforts and its outcomes through a case study research on Eskişehir. Eskişehir is chosen as the case study area since it is a successful example of creating city brand/image in Turkey. The study introduced in this thesis concentrates on the question “How was Eskişehir able to create a new city image/brand?” which aims to contribute to the existing literature and the policies and practice of the cities striving for city branding. The findings of the thesis emphasize four issues: First, Eskişehir has built its city branding strategy upon “livable city” through emphasizing “life-city-living” themes and projects, which is more truthful and genuine than the discourses on “being a global city”. Second, a “strong and successful management and leader image” is important in city branding of the Eskişehir case. Third, the findings indicate that it is possible to build a brand not only through international and national projects but also by local plans, projects and activity patterns. Last, contrary to the general understanding, a city branding policy can be successful even if it is focused on the national but not the global level. With respect to findings, the thesis underlines two issues, which may contribute to city branding policies and strategies: the first, the need for consideration of “urban life quality, quality of life, livability, human development” while designing competitive and city branding strategies; and the second defining a management based on collaborative work under a strong leadership in a successful city branding policy and practice.

Suggestions

Human territorial functioning at the scale of residential environments
Memlük Çobanoğlu, Nihan Oya; Akkar Ercan, Zübeyde Müge; Department of City and Regional Planning (2019)
Beginning from the late 20th century, increasing dynamism and mobility in the daily life of urban residents along with the advances in transportation and communication technologies deemphasized the decisive role of spatial proximity in the establishment of social relations as well as access to resources. Nevertheless, contact with the near home environment is still important for the cognitive, emotional, and moral development of individuals. Correspondingly, man-environment relations also took new conceptio...
Urban form and walkability: the assessment of walkability capacity of Ankara
Ak, Aslı; Akkar Ercan, Zübeyde Müge; Department of City and Regional Planning (2018)
Walkable cities are one of the major requirements of sustainable and livable cities. From the 1960s to nowadays, contemporary cities have been shaped and developed through an automobile-oriented planning which neglects of public transport users, pedestrians and cyclists, promotes urban sprawl leading to a high-costly infrastructural investments. Based on privately owned car-oriented transportation policies and rapid urbanization dynamics, cities grow fast by sprawling with uncontrolled building densities, w...
Rethinking roots of socialist city
Sevim, Emre; Keskinok, Hüseyin Çağatay; Urban Design in City and Regional Planning Department (2015)
Capitalist urbanization is doomed to meet a dead-end. Hereby, from a utopian point of view, we propose the socialist city as a revolutionary alternative to overcome the capitalist crises. We discuss the principles of the socialist city in the light of references from socialist city expansions in the past and in contrast to today’s capitalist cities. We discuss how can the principle ideas of the socialist ideology such as equality, organization and productivity be spatialized, how can space serve publicness ...
Evaluating success criteria of urban regeneration in terms of gentrification and sustainability: cases of Çukurambar and Kızılırmak neighborhoods
Durmaz, Büşra; Pınarcıoğlu, Mehmet Melih; Department of City and Regional Planning (2014)
Urban spaces and districts have continuously needed changes, regeneration and development. In order to respond this need, urban regeneration projects are implemented in urban areas. Some of these projects can be referred as successful and some others as unsuccessful. In this thesis, a generalization was made considering urban regeneration examples from the world, and criteria of gentrification of sustainability were selected for the case study area of the research. The cases of Çukurambar and Kızılırmak Nei...
Commodification of “place” under late capitalism through transforming architectural practices
Karakaya, Hamza Utku; Bilsel, Fatma Cânâ; Sargın, Güven Arif; Department of Architecture (2014)
This study is a critical inquiry into the changing nature of the term “place” under the impact of contemporary capitalism. The aim of this thesis is to explore the commodification process of the “place” in the sovereignty of contemporary capitalism referring to the ways by which the “place” becomes the instrument of capitalist mechanisms. In this context, how the intentions of current financial system convert the very essence of place, the genius loci, alongside the domination of place by images, texts, sig...
Citation Formats
E. Koç, “City branding / image building as a new paradigm: the case of Eskişehir,” Ph.D. - Doctoral Program, Middle East Technical University, 2018.