KÜRESEL MEGA MARKA ŞEHİR: DUBAİ’NİN MARKALAŞMA SÜRECİ VE MARKA ALGISINA YÖNELİK ARAŞTIRMA
GLOBAL MEGA BRAND CITY: A RESEARCH ON DUBAI'S BRANDING PROCESS AND BRAND PERCEPTION

Summary/Abstract: Cities have also joined the product and service competition among companies in the globalizing world. At this point, cities have gone through a branding process in order to separate from other cities, to create a value for themselves and to increase awareness. Cities that made their name known in the international arena through branding also attracted the attention of tourists in this way. In this study, the concept of city branding / brand city was explained and the branding process of Global Mega Brand City: Dubai was examined by the method of literature review and the studies carried out in this process were included. With the online survey created by researching the brand image in the minds of the Turkish people and the image of the city people of Dubai, which claims to be a brand city worldwide, the success of the brand city studies obtained in the literature review was measured and analyzed. Dubai's status in the international arena were evaluated based Turkey.

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