ABSTRACT

Today the concept of brand is of great importance for not only products and services, but also cities, and ensures the development of cities particularly in the economic, social, and cultural fields. Addressing the city brand elements holistically in the process of city branding and the use of a different element of a city in brand positioning are of great importance to create the brand image, brand identity, and brand equity of that city. At this point, some effective urban communication to be conducted towards all target audiences in the city also assumes an essential task in the process of branding. Especially, the “Slow City” movement, which has gained momentum, particularly in the recent years, is also a striking brand positioning element in the branding process of cities and contributes to the formation of a strong city brand image. In this study, the studies that Vize, which joined the “Slow City” network in 2012, conducts within the scope of “Slow City” will be examined in terms of city branding and urban communication.