The Global Image of the City: Impacts of Place Branding on the Image of Ankara
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THE GLOBAL IMAGE OF THE CITY: IMPACTS OF PLACE BRANDING ON THE IMAGE OF ANKARA A THESIS SUBMITTED TO THE GRADUATE SCHOOL OF NATURAL AND APPLIED SCIENCES OF MIDDLE EAST TECHNICAL UNIVERSITY BY ZEYNEP ERAYDIN IN PARTIAL FULFILLMENT OF THE REQUREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN CITY AND REGIONAL PLANNING SEPTEMBER 2014 Approval of the thesis: THE GLOBAL IMAGE OF THE CITY: IMPACTS OF PLACE BRANDING ON THE IMAGE OF ANKARA submitted by ZEYNEP ERAYDIN in partial fulfillment of the requirements for the degree of Doctor of Philosophy in City and Regional Planning Department, Middle East Technical University by, Prof. Dr. Canan Özgen Dean, Graduate School of Natural and Applied Sciences Prof. Dr. Melih Ersoy Head of Department, City and Regional Planning Assoc. Prof. Dr. Adnan Barlas Supervisor, City and Regional Planning Dept., METU Examining Committee Members: Assoc. Prof. Dr. Serap Kayasü City and Regional Planning Dept., METU Assoc. Prof. Dr. Adnan Barlas City and Regional Planning Dept., METU Prof. Dr. Murat Güvenç Sociology Dept., İstanbul Şehir University Prof. Dr. Güven Arif Sargın Architecture Dept., METU Assoc. Prof. Dr. Müge Akkar Ercan City and Regional Planning Dept., METU Date: 4 September 2014 I hereby declare that all information in this document has been obtained and presented in accordance with academic rules and ethical conduct. I also declare that, as required by these rules and conduct, I have fully cited and referenced all material and results that are not original to this work. Name, Last Name: Zeynep Eraydın Signature: iv ABSTRACT THE GLOBAL IMAGE OF THE CITY: IMPACTS OF PLACE BRANDING ON THE IMAGE OF ANKARA Eraydın, Zeynep Ph.D, Department of City and Regional Planning Supervisor: Assoc. Prof. Dr. Adnan Barlas September 2014, 223 pages Image is a mental representation of environment which is formed through accumulation of both concrete and abstract information of environment. The image is important because the ability to perceive and recognize the environment is crucial for being able to act and attain psychological satisfaction. Each person has unique image which is called personal image but there is also collective image of the city which can be described as the sum of personal images. In recent years the concept has become the subject of place branding which is idealized as a great opportunity to be involved into global competition for attracting investments, tourists and capital. The main motivation of place branding is to design an attractive image for the city by using spatial and non-spatial attributes to provide added-value in the competition among cities. For such an intention urban design and architecture are considered as main tools of transformation of the image through new urban landscapes or flagships. In this perspective urban image is becoming a concept which is produced by policy makers. Within this context one question constitutes the main motive of this thesis: whether the brand image which is determined by policy makers and private enterprise could match with the mental image of inhabitants or not. v The study mainly concerns to evaluate place branding approach and brand image form a perspective of environmental psychology. The thesis claims that there is a mismatch between inhabitants’ urban image and brand image which neglects existing spatial, cultural and local values. This main assumption is discussed in the case of Ankara where it is witnessed large scale developments in urban environment according to branding strategies. Key Words: Collective Image, Urban Image, Brand Image, Environmental Psychology, Place branding vi ÖZ KÜRESEL KENT İMGESİ: KENTSEL MARKALAŞMANIN ANKARA KENT İMGESİ ÜZERİNE ETKİLERİ Eraydın, Zeynep Doktora, Şehir ve Bölge Planlama Bölümü Tez Yöneticisi: Doç. Dr. Adnan Barlas Eylül 2014, 223 sayfa İmge, çevrenin somut ve soyut bilgilerin birikimi ile oluşan zihindeki temsilidir. İmge insan ve çevre arasındaki ilişkide, çevreyi algılamak ve tanımak ve bu doğrultuda davranışların şekillenmesi ve psikolojik doyuma ulaşmak için önemli bir role sahiptir. Kentte yaşayan her bireyin kendi kişisel imgesi bulunmaktadır ancak bunun yanı sıra tüm kişisel imgelerinin toplamından kent için bir kolektif imgeden bahsedilebilir. İmge kavramı, son yıllarda sermaye, yatırım ve turistik kaynaklardan küresel payını almak amacı güden kentsel markalaşmanın konusu olmuş ve büyük bir fırsat olarak görülmüştür. Kentsel markalaşmanın temel amacı, mekâna dair ve diğer özellikleri kullanarak şehir için ilgi çekici bir imge oluşturmak ve şehirlerarası küresel yarışta şehre bir artı değer kazandırmaktır. Bu amaç doğrultusunda, kentsel tasarım ve mimari, kent imgesinin yeni kentsel çevrelerin oluşturulması ve büyük ölçekli projelerin yapılması yoluyla dönüşümünde temel araçlar olarak öne çıkmaktadır. Bu çerçevede, kent imgesi gitgide siyasetçiler tarafından üretilen bir kavram haline gelmektedir. Bu bağlamda, bir soru bu tezin temelini oluşturmaktadır: vii siyasetçiler ve özel teşebbüs tarafından belirlenen marka imgesi, şehir sakinlerinin zihninde oluşan imge ile ne derece uyum göstermektedir? Bu çalışma, çevresel psikoloji çerçevesinden mekânsal markalaşma yaklaşımını ve marka imgesini değerlendirmeyi hedeflemektedir. Tez, kentte yaşayanların zihnindeki kent imgesi ile mekânsal, kültürel ve yerel değerleri göz ardı eden marka imgesinin birbiri ile uyuşmadığını iddia etmektedir. Bu temel varsayım, markalaşma stratejisi doğrultusunda büyük ölçekli gelişimlerin gözlemlendiği Ankara örneğinde tartışılmaktadır. Anahtar Kelimeler: Kolektif İmge, Kent İmgesi, Marka İmgesi, Çevresel Psikoloji, Kentsel Markalaşma viii To my beloved boy, Puffy ix ACKNOWLEDEMENTS I wish to express my deepest gratitude to my supervisor, Assoc. Prof. Dr. Adnan Barlas for his guidance, encouragements and patience throughout the preparation of this thesis. He gave valuable contributions and shared his professional experiences during my PhD and also my MSc. Theses. I wish to express my thanks to members of my doctoral steering committee, Prof. Dr. Güven Arif Sargın and Assoc. Prof. Dr. Müge Akkar Ercan for their valuable comments and contributions in each committee. I also wish to thank my examining committee Prof. Dr. Murat Güvenç and Assoc. Prof. Dr. Serap Kayasü for their guidance, advices and encouragements. Special thanks to my boss and professor Can Kubin for his endless encouragement and patience during the preparation of the thesis. I also thank to my colleagues for their supports. I owe special thanks to my friends, for their supports and infinite patience during my thesis research and whole life. They are not only friends but part of my family. I cannot end without thanking to thank all people who help me to realize the field survey. Their contributions are quite valuable. And finally and most importantly I wish to thank to my family. My mother and father, Ayda and Hakkı Eraydın, you give me everything I need with endless patience and love. My sister and brother Meriç and Cem Eraydın, you are always patient and supportive. And my nephew Arda Eraydın you are the little sun of my life. x TABLE OF CONTENTS ABSTRACT ................................................................................................................ v ÖZ .............................................................................................................................. vii ACKNOWLEDEMENTS .......................................................................................... x TABLE OF CONTENTS .......................................................................................... xi LIST OF TABLES .................................................................................................. xiv LIST OF FIGURES ................................................................................................ xvi CHAPTERS 1. INTRODUCTION ........................................................................................ 1 1.1. The Context and the Aim of the Study ................................................... 1 1.2. Design of the Case Study ........................................................................ 8 1.3. The Structure of the Study ...................................................................... 9 2. URBAN IMAGE ......................................................................................... 13 2.1. An overview of Environmental Psychology ......................................... 13 2.2. Man and Environment Interaction ........................................................ 15 2.2.1. Human Needs and Motivations ..................................................... 17 2.2.2. Perception ...................................................................................... 19 2.2.3. Cognition and Affect ..................................................................... 21 2.2.4. Spatial Behavior ............................................................................ 24 2.3. The Image ............................................................................................. 25 2.4. Aspects of Image................................................................................... 28 2.4.1. Designative Aspect: Structure of Urban Environment .................. 30 2.4.2. Appraisive Aspect: Evaluative and Affective Meaning ................ 37 2.5. Conclusive Remarks ............................................................................. 44 3. FROM URBAN IMAGE TO BRAND IMAGE ....................................... 47 3.1. Changing Paradigm in the Concept of Urban