Brand Cities under the Effect of Consumption Society

Abstract

Every kind of material including service sector which can be advertised and branded can be a subject to the consumption activity of consumption society. In the new consumption model, everything which provides more fun, enjoyment and happiness is always chosen more. The cities in which people inhabit are included in this phenomenon besides needed materials. Now, inhabitability of the cities has become more important than ever. In this way, with globalization, borders have lost their importance in the world formed according to the conditions of the consumption society and a competition among cities which attract more tourists, more industrialists and investors, and more students has come in sight. When it comes to a competition, image making and branding works have become significant for the cities as well. While efforts to create a city identity have brought cultural assets into the forefront, in some cities, natural assets have featured thanks to those efforts. Some cities have gained their identity through their industrial foundations while others have taken their identity with education institutions. Creating a city identity and making the city a brand has almost become an obligation in today’s world. Origins of cities’ branding which has become so important are based on branding of the products which have become a classic. Because the most important point in branding is the image case, the cities which are labelled with terror or various crimes must change this image in order to become a brand city so that they can be more inhabitable, and people can travel, work and get education. The consumption society that has been created by today’s economic system requires that one. Apart from the cities which are well-known worldwide such as Paris, Las Vegas, Venice, standing out as an important center for trade, a product or service, various activities such as conferences and exhibitions or sport activities such as Olympiads has become very significant. Of course, cities are not products and state are not producers. Hence, inhabitants of the cities are not consumers in common meaning. The most important difficulties which lie in the way of creating a brand city come into existence at this point. Firstly, because a way in which as if a product was marketed should be followed, determining a framework appropriate for national policies, especially economic difficulties is also significant. This study depends on a literature review. In this study, historical process of consumption society that has been created with globalization will be briefly examined. Afterwards, the effects of consumption society on branding of the cities and creation of brand cities will be discussed.

Keywords: Globalization, Consumption Society, Brand, Brand Cities

DOI: 10.7176/JSTR/5-3-17