(Non)branding Cities and (De)institutionalization Perspectives: a Case Study of Van, Turkey

Abstract

This study focuses on place branding theory with a case study from a city in Eastern Turkey. The experiences of the city of Van in branding its physical, cultural, and living memories potentially revise the stakeholder approach in tourism branding. The present phenomenological article adopts a qualitative case study, which was based on both face-to-face and phone interviews (n=30) with stakeholders. Although the participants were all enthusiastic about the branding of their city, the study revealed that Western-based approaches such as professional branding organizations and stakeholder-based branding processes do not seem to meet the needs of a community organized around rural "clan" culture and social customs. Rather, in the case study, the brand image had to be agreed upon by all groups involved and the spatial and temporal contexts had to be considered. This paper offers suggestions which will aid policymakers and tourism professionals in place branding in the context of emerging economies.