Today, cities have ceased to be merely a place to live and are progressing towards becoming brands that compete in fields such as tourism, investment and trade. The concept of a "brand city" refers to a particular city making a difference through features such as its history, culture, art, economy and natural beauty, and creating a distinctive identity of its own.
The Advantages of Becoming a Brand City
A city becoming a brand brings with it many benefits, from economic development to social welfare:
1. Increased Tourism Revenue: Cities that become brands attract domestic and foreign tourists. For example, Paris being known as the "City of Love" or Rome as the "Eternal City" has greatly increased tourism revenue.
2. Growth of Investment and Trade: International investors gravitate towards cities with high brand value. Regions that have become "technology centres," such as Silicon Valley, attract large companies in this way.
3. Rising Quality of Life: An attractive and livable city becomes appealing to a qualified workforce. Investments in art, culture and education increase the general welfare of the public.
The Branding Process of Cities
If a city wants to become a brand, it must implement certain key strategies:
1. Defining the Identity: It must be determined what the city will stand out for. Its historical fabric, its gastronomy, its natural beauty? Elements such as Istanbul's historical heritage or Gaziantep's culinary culture play a critical role in the branding process.
2. Story and Perception Management: One of the most important elements on the road to becoming a brand is creating a story. Cappadocia standing out with its "fairy chimneys and balloon tourism" is a good example in this context.
3. Effective Promotion and Marketing: Digital media, social media and international organisations are of great importance on the road to creating a brand city. Antalya is a city that has branded itself through international sports and cultural events.
4. Physical and Cultural Transformation: Urban planning, infrastructure and art projects are very important in the branding process. Eskişehir's cultural and infrastructure investments in recent years have made it a "student-friendly city."
Brands Bearing the Word "City" and the Situation in Turkey
Around the world, some brands use city names as registered trademarks. Examples such as "New York Pizza," "Berlin Fashion" and "Paris Perfume" are among the companies that benefit from a city's brand value.
In Turkey, alongside products that stand out with geographical indications, such as "Ankara Tava," "Bursa Kebap" and "Mardin Soap," names such as "İstanbul Modern" and "Cappadocia Balloon Tour" also stand out with their branding strategies.
However, there are points to be careful about regarding the registration of brands bearing a city name. Since city names are names that have become public property, it is sometimes not possible for a single firm to claim them exclusively. Instead, it is easier to obtain registration in the format "City + Industry" or "City + Service."
Progressing towards becoming a brand city is an important strategy that accelerates a city's economic and social development. Good planning, the right marketing and protecting cultural heritage are among the most important factors carrying cities into the future. Turkey, with its rich history and cultural heritage, has the potential to create brand cities, and managing this potential correctly will help the country reach a stronger position on the international stage.
City Index 2024 – The Brand Value of World Cities Announced
The international brand valuation organisation Brand Finance announced the results of its "City Index 2024" research, conducted with the participation of 15,000 people from 20 different countries. This comprehensive study evaluated the brand strength of cities worldwide and identified 100 global brand cities.
The research was carried out under 7 main headings and 45 sub-headings. The evaluation criteria included important categories such as Business and Investment, Livability, Culture and Heritage, People and Values, Sustainability and Transport, Governance, and Education and Science. In light of these elements, the recognition, prestige and preferability levels of cities were analysed.
The World's Strongest City Brands
London took the top of the list, winning the title of the world's strongest city brand for the second time in a row. It was followed by New York and Paris respectively. While three cities from the US were in the top 10, important cities from Asia, Europe and the Middle East also made the list.
The top 10 cities for 2024 and their scores:
1. London (United Kingdom) – 90.92 points
2. New York (USA) – 89.83 points
3. Paris (France) – 87.84 points
4. Tokyo (Japan) – 86.85 points
5. Dubai (UAE) – 86.00 points
6. Singapore (Singapore) – 85.47 points
7. Los Angeles (USA) – 85.00 points
8. Sydney (Australia) – 83.79 points
9. San Francisco (USA) – 82.91 points
10. Amsterdam (Netherlands) – 82.10 points
Three Cities from Turkey on the List
From Turkey, Istanbul, Antalya and Izmir were among the global brand cities. While Istanbul was 57th last year, this year it rose 6 places to 51st. Antalya entered the list at 93rd and Izmir at 98th.
In terms of preferability, Istanbul ranked 62nd, while Antalya and Izmir were positioned at 93rd and 97th respectively.
The other key indicators are as follows:
· Recognition: Istanbul 31st, Antalya 95th, Izmir 100th
· Prestige: Istanbul 51st, Antalya 93rd, Izmir 97th
These rankings reveal the global perception and competitiveness of Turkey's brand cities. Investments and strategies in the coming years may help these cities rise even higher in the rankings.
Today, when city branding is becoming increasingly important, studies such as "City Index 2024" are of great importance for understanding and improving the global competitiveness of cities.
As Norm Patent, we provide consultancy services to municipalities on the incentives and EU investment support needed in the city branding process. We carry out work to increase the international competitiveness of cities, to build the right brand strategies and to encourage sustainable investment. With the support we provide to municipalities in accessing funding sources, project management and branding strategies, we help cities reach a stronger position in the global arena.