EXAMINATION OF ESKİŞEHİR AS A BRAND CITY IN CITY MARKETING

In the 21st Century marketing world, not only products and services, but cities have also become part of marketing communication. Capitalism plays an important role in the destruction of the differences of cities, so city branding studies are important in terms of protecting the originality of cities. In this study, city marketing and city branding in the studies were tried to be explained in detail. Eskişehir, a very important example in the implementation of the city branding studies. In the study, city marketing and city branding issues were evaluated under separate headings and the factors contributing to city marketing and city branding were tried to be revealed. Finally, the elements that make Eskişehir as a brand city have been examined and a conceptual framework has been tried to be drawn in this direction.