Examining the Branding of Turkish Universities in the Context of Socioeconomic Development of Their Cities

Abstract

The purpose of this study is to investigate the branding processes of universities in Turkey with the consideration of the context of cities where the universities are located. This research is conducted to respond to this question: How is the branding process of Turkish universities in the context of the branding of their cities? Data constructed in accordance with qualitative approach were collected through document analysis technique. The study is structured based on a descriptive method. In the study, universities’ branding process is assessed based on the related literature, the ratio of being chosen, base points for entry, and the number of students, faculty staff and faculties. According to the result of the study, the branding processes of Turkish universities are overshadowed by the branding of their cities. In addition, factors, including universities’ faculty sources, the number of students and base point for entry, which are considered to be important for the branding of universities, are differentiated depending on the context of the cities.