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Branding Is Power: The Trademark City Gazientep Project

Serra Gorpe

Associate Professor

Istanbul University Faculty of Communication Istanbul, Turkey Email: [email protected]

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Executive Summary

The Trademark City Gaziantep Project won the Grand Award in the Turkish Public Relations Association’s (TUHID) 4th Annual Golden Compass Awards in 2005. The project also won first place in the World Chambers Competition 2005 in South Africa. The campaign has been created and implemented by Gaziantep Chamber of Industry.

Gaziantep is among the 81 cities in Turkey and is located in South East Anatolia. The “Trademark City Gaziantep” strives to make the region outstanding as an alternative to Marmara and Mediterranean Regions by drawing attention to the investment climate in Gaziantep.

As indicated by Nejat Kocer, the president of Gaziantep Chamber of Industry (GCI), “we are living at a time where cities compete and every city puts forward their own values...The ‘Trademark City Gaziantep Project’ is Gaziantep’s vision and target project–an important project towards the future.”(Trademark City Gaziantep Project, p.1).

There are many advantages of becoming a trademark. When a company becomes a trademark, it may increase its revenues and through the increase of its revenues, they may make new investments, after which the employment rate could increase and in the end it could be possible to have a strong and sound economic structure. Cities and countries are as strong as the trademarks they possess. With these facts guiding its actions, the Gaziantep Chamber of Industry started the “Trademark City Gaziantep” at the beginning of 2003. GCI prepared the project with an integrated structure. It informed the related target audiences and institutions about the project in Gaziantep and in Turkey through various informational and promotional activities. The Gaziantep Chamber of Industry provided consultancy services about branding to its members and tried to ensure the easy adoption of the project. Through lobbying activities, it tried to change the perception of quality of the products produced in the city and worked to draw investments to the city. It ensured the sense of belonging by means of the logo that it registered on behalf of the city.

The executer of the project is Gaziantep Chamber of Industry (GCI). It initiated the project as a duty to its members and as a social responsibility towards its city. GCI has realized this project with a team that has been set up within its own organizational structure and it had partnered with several institutions as well.

During the implementation, a number of national seminars, symposiums and congresses regarding branding had been organized. The project was based on a strategy of differentiation. Controlled and uncontrolled media, lobbying, special events and effective communication principles were very strategically used in the project. Seven cities in Turkey that used the project as a model started activities in the same direction.

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The project had many positive outcomes and was successful in drawing attention not only to Gaziantep, but also to the branding of Turkey through continuous, efficient, consistent and planned activities.

Problem Statement

Turkey is still a developing country and because it was not able to overcome its structural problems, it also could not completely ensure its economic transformation either. While it is trying to solve problems that have been on the agenda for many years, it has to keep pace and compete in an environment where globalization is experienced with great speed.

The city of Gaziantep has become one of the most important production centers with its production capacity, export potential, sectoral diversity and industrialism over the past 20 years. That was a good picture initially: large scale production companies built by powerful finances were giving an advantage to companies both in domestic and foreign markets as well. However, as companies in international competition were making large profits by their branded products, the companies in Gaziantep found only a place in the market with very low prices. As a result of free trade in the world, competition has fallen to an unbelievable low level for Gaziantep.

The period of just producing as you wish and assuming you could sell everything you produced was no more. GCI, aware of this situation, wanted to lead the competition. The way to lead the competition, they believed, was ‘differentiation.’ According to GCI, companies in Gaziantep had to be players in this new market place and the solution it created was to emphasize ‘branding’ and creating a need for branding.

The goal was to create a city rich in brands through an integrated approach.

Situation Analysis

History of Gaziantep

The location of Gaziantep has a strategic influence on its history. The region is located between Mesopotamia and the Mediterranean where the first civilizations emerged. Its being in the crossroad from the South and Mediterranean to the East, North and West gave direction to civilization history and to modern time. Gaziantep has been the residential and frequently visited area for the communities of people since the pre- historic ages. The fact that the Silk Road passes through the region has helped the city continuously maintain its importance and liveliness.

In the history of Gaziantep, the Independence War and the struggle in this war called “Antep Defense” has a very important place. The people of Antep defended the territory they lived in and earned for their city the title of “ghazi.” Likewise, this struggling characteristic when it is transferred from one generation to another has played

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a dominant role within all the fields of life, particularly in the field of economy. Gaziantep has transferred this strength to the production and investment processes today and it ensured the emergence of the struggling “entrepreneurship spirit” and an “example industry model” in Turkey.

Economic structure of Gaziantep

Gaziantep has created an industrialization model which is specific to itself through its production culture extending from the past to the modern days. It is the most important industry center of Anatolia and has become a city of 24-hour production with investment increasing particularly within the last two decades. There is no state investment in Gaziantep and this fact has triggered the entrepreneurship spirit in the city.

Today Gaziantep, with 24 million square meters of four organized industry zones, a free zone, nearly 5,000 industry plants and employment power for 120,000 people, has become a city that sells thousands of goods to 104 countries in the world and reaches $1.5 billion in exports in a region of Turkey where the facilities are scarce.

The fact that Gaziantep produces “intermediate goods” means the existing production potential cannot be protected in the future. The production costs of their regions, mainly in China and Far East and Southeast Asia, have become a threat to Gaziantep's economy.

What Gaziantep needs to do is to compete against the countries that gain advantage through low production costs with quality, trademarked products. Showing that being a trademark was necessary and the vision to be presented in this direction would actually be an investment for the future of Gaziantep.

Gaziantep Chamber of Industry

(GCI) is a semi-official vocational organization and has an autonomous management. There are nearly 2,000 members of GCI who have the potential of $2.5 billion of export and employment potential for 120,000 people. GCI is among the first 10 chambers in Turkey within the scope of the “Project on Development of Turkish Chambers” under Euro chambers. GCI has been continuing its services for four years under ISO 9000 quality assurance and has become one of the top 10 chambers which have been “accredited” in Turkey during the supervisions performed among 350 chambers by England Union of Chambers and Union of Chambers and Commodity Exchanges of Turkey (TOBB) in 2003.

Goals and Objectives

The following vision statement has been put forward by Gaziantep Chamber of Industry with the “Trademark City Gaziantep” project.

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Vision

To provide a structure for Gaziantep that will ensure more added value than the production of intermediate goods and increase competitive power through mobilizing the potential of entrepreneurs and large production power and make it sustainable.

Target audience

The campaign has two different target groups that are divided as internal and external target audiences, target audiences “inside Gaziantep” and “outside Gaziantep.”

The target audiences inside Gaziantep

By implementing the branding process in the city, the goal is to provide products produced in Gaziantep with “added value” within and outside the country. The target groups are the industrialists and companies in Gaziantep. The promise of the project to the industrialists of Gaziantep is “to create higher added value.”

The target audiences outside Gaziantep

By drawing attention to the advantages of making investments in Gaziantep, the purpose is to invite national and international investors ‘to make investments in Gaziantep.’ The goal is to make Gaziantep an international investment center. The project also aims to create the perception in the national and international markets that ‘products of Gaziantep are of quality.’ The promise of the project to investors and consumers outside Gaziantep is ‘easy and profitable investment, quality products and high gain.’

Stakeholders

· Industrialists and their employees

· GCI management and its personnel

Influencers

· Official authorities

· Other vocational institutions

· Non-governmental organizations

· Universities

· Opinion leaders

· International business leaders

· Media

· Gaziantep citizens

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Goals

· To make the city a ‘trademark rich city’ in the near future by both providing

guidance to the local investors of Gaziantep and attracting new investors from

outside to the city on national and international scale,

· To create new national trademarks,

· To influence the neighboring cities positively,

· To be a model for the development of the country and region.

Business objectives

· To change Gaziantep’s perception towards the concept of trademarks,

· To increase the trademark and patent applications,

· To achieve $5 billion of exports in five years,

· To create 50 new national brands in five years,

· To create 100 new national trademarks in 10 years,

· To attract national and international investors to the city,

· To create $1 billion of foreign investment in five years and $5 billion of foreign

investment in 10 years,

· To create employment for 150,000 people in five years,

· To ensure cooperation with the public sector,

· To perform activities to prevent unfair competition among the companies and to

increase cooperation and power,

· To integrate the various activities and their communication processes,

· To enhance the prestige of Gaziantep Chamber of Industry among its members

and in the public,

· To differentiate Gaziantep Chamber of Industry among the other chambers both

in Turkey and worldwide.

Communication objectives

· To create awareness of Gaziantep trademarks in the public,

· To create belongingness among citizens of Gaziantep to their city,

· To increase awareness and interest in branding among Gaziantep companies,

· To bring the developments and activities in the city to the national agenda,

· To make sure that the project is carried out in an integrated way,

· To emphasize the contribution of Gaziantep to ‘quality,’

· To position GCI as an institution working for the quality of products/services in

line with the global standards,

· To emphasize the contribution of Gaziantep to Turkey and to the people,

· To emphasize the privileges/uniqueness of Gaziantep companies,

· To position the project as a new model within the process of national

development,

· To create cooperation internationally and joint working platforms within the

framework of the project.

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Expected behavioral changes

· To motivate the companies in Gaziantep with activities related to branding,

· To make sure that the people in Gaziantep will give support to the branding

project and feel a sense of belonging,

· To increase the contribution of the companies to the branding pool,

· To increase the city cooperation and unity of power,

· To position Gaziantep as a trademark city in national terms,

· To position Gaziantep as an industrial city where everything is produced with

quality and meets international standards,

· To increase the support of Gaziantep through legal arrangements,

· To increase the number of visitors coming to Gaziantep,

· To increase the foreign capital investments,

· To increase the interest of foreigners.

Tactics and Techniques

Main message: ‘Trademark City Gaziantep’

Supporting messages:

· ‘Cities and countries are as rich as the trademarks they possess.’

· ‘We are proud of our history, we are working for our future, we trust our people,

and we produce for Turkey.’

· ‘Branding adds value to production.’

· ‘Branding is power.’

Tactics are grouped into five broad categories: informational activities, consultancy, awareness creating activities, promotional activities and lobbying.

Informational activities

The purpose of informational activities was to provide information to the members of GCI and the public on the project. Various tactics were used to achieve this goal.

Panel: Panel of Branding: Branding Stories and ‘Best Case Practices’-

Niyazi Onen (Dardanel), Suleyman Orakcioglu (Damat-Tween), Orhan Ozokur (Ulker), Rustu Bozkurt (Dunya Newspaper) and Osman Arolat (Dunya Newspaper) participated in the panel regarding branding, best case practices and the trademark city which was organized at the beginning of 2003. The participants shared the importance of branding, their branding stories, knowledge and experience.

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Guide Book: Differentiation Guide-

A guidebook targeting the industrialists of Gaziantep to increase branding awareness and to provide guidance during the implementation was published and distributed to the members of GCI and institutions.

Trademark City Gaziantep CD-

The CD describing the trademark city project and Gaziantep was prepared in English and in Turkish and 5,000 copies were distributed.

Web site www.markaşehir.com-

A project promotion site which included the trademark city project and detailed information on branding was prepared. It enabled communication and exchange of information among the members and created a comprehensive information source to people and institutions.

Email Group markasehir yahoo groups-

An email group was formed where interactive information sharing on branding was made possible. The members of the group are presidents of chambers, associations, NGOs and businessmen. Through this interactive platform, knowledge and experience of companies and people was shared.

Presentations at Congresses-

In the 2nd Industry Congress, organized by the Istanbul Chamber of Industry, a presentation was given under the title of “Successful Regional Development Examples: Gaziantep Experience.” In the 3rd Industry Congress, organized by the Istanbul Chamber of Industry, a booth was established where the “chamber” and the “Trademark City Project” was promoted. At the booth, brochures, books and CDs were distributed to the participants of the congress.

Printed Materials-

For the promotion of the project, 10,000 brochures, 1,000 large posters, 20 roll-up banners, 10,000 stickers bearing the logo of “Trademark City Gaziantep” were prepared.

Print Advertisements-

For the promotion of the project, advertisements were given first locally, then regional and finally nationally. Print advertisements were carried out periodically since the beginning of the project. The fundamental criterion in selecting the media outlet for advertisements was the target audience.

Consultancy activities

The purpose of consultancy activities was to provide information and knowledge that would be needed by people and institutions for a successful branding process.

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Consultancy activities focused on promotion, information providing and awareness- raising activities.

Toll-free Trademark Consultancy Phone Line 0 800 536 05 06-

In order to meet the information and consultancy needs of companies on branding and to forward the demands to relevant institutions and agencies, a toll-free trademark consultancy line was established under GCI.

GCI Trademark Patent Office-

An information office was established in order to provide consultation to the companies of Gaziantep regarding trademark registry transactions. The office, launched through the protocol signed with the Turkish Patent Institute (TPI), had the distinctive feature of being the first and only office established by the TPI in this regard. The office distributed published materials related to relevant legislation provisions.

GCI Investment Guidance Desk-

A service was launched where entrepreneurs who looking to make investments could be informed about current investments and sectors with investment opportunities. These activities were carried out by expert personnel within the organizational structure of GCI. These investment consultancy services were provided free of charge to entrepreneurs.

Awareness creating activities

The purpose of awareness activities was to increase the commitment, trust and belief of companies for the branding process and to keep their interest in the project at the highest level.

Trademark City Gaziantep Logo-

In order to identify the project with a concrete visual symbol and to increase the ownership concept in the city, the “Trademark City Gaziantep” logo was prepared. The logo was certified by the Turkish Patent Institute (TPI). In this regard, the Gaziantep logo was the only certified logo belonging to a city.

Trademark Management Symposium-

With the cooperation of the Turkish Chamber of Mechanical Engineers (TCAE), a symposium was organized in April 2005. Important trademark experts and academics of Turkey participated in the symposium and six papers were presented on the trademark city concept.

Panel “Creating a Giant Trademark”- With the cooperation of Marketing Turkiye magazine, a panel on the branding process was organized within the framework of the MOTEKS 2003 fair activities.

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Trademark City Pool-

With the participation of companies supporting the project, an advertisement pool was created by taking a standard participation fee ($1,000). There were 86 companies who participated in the first phase of this pool and 115 companies in the second phase. Through this, the overall promotion of the city was performed.

“Branding Is Power” Meeting-

A meeting with the title of “Branding is Power” was organized in cooperation with the biggest media group of Turkey, Dogan Yayin Holding. Important journalists, the president of the Turkish Association of Advertising Agencies and holding company representatives participated in the meeting which was organized within the framework of European seminars in Anatolia.

Promotional activities

The purpose of promotional activities was to communicate the project and the content of the project to the relevant persons and institutions in a continuous, consistent, timely and accurate way.

Newspaper and Magazine Advertisements-

With the funds accumulated in the Trademark City Pool, advertisements explaining the project and serving the purpose of the project were placed in regional and local newspapers and magazines.

Special-themed Journals-

For promoting the project and supporting the achievement of the project objectives, special supplements were prepared under the title of “Trademark City Gaziantep” with the highest circulation newspapers in Turkey, namely, the Milliyet newspaper, the Hurriyet newspaper and the Aksam newspaper.

Press Releases-

In order to raise awareness about branding among the companies of Gaziantep and to provide information to the investors during the project, news releases were regularly sent to the national and local media outlets.

Media Gatherings-

Special meetings were organized with the media personnel who were invited to Gaziantep. They were provided with information about the project and the supporting promotion of the project.

TV Programs-

Special programs were broadcasted on national television channels to promote the project to the national audience and to achieve the objectives set out in the project.

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Lobbying

The purpose of lobbying was to establish positive relations with the public, private sector and non-governmental organizations and the media in order to achieve the objectives set out in the project.

Memberships to Non-Governmental Organizations-

In order to achieve project objectives, it was ensured that GCI members would undertake duties in local and national non-governmental organizations.

Establishment of City Council-

GCI took a leading role in the establishment of City Council to protect the interests of the city within and outside the country and to facilitate the achievement of project objectives.

Visits to the Capital-

For the elimination of barriers for the development of the city Gaziantep, periodical visits were arranged to create pressure on the political parties and the government.

Research Reports-

Detailed research reports were prepared on the problems of Gaziantep's economy and were sent to relevant institutions.

Media Relations-

In order for the project objectives to be met and for the protection of the interests of the city, establishing good media relations was of great importance. Media visits were made and activities were organized in the city to ensure public opinion support via the media.

Results

The evaluative research in the project reveals that several output and outcome measures were achieved:

Increase in the number of trademark registrations

With this project, an increase was achieved in trademark registry transactions in Gaziantep. When the project was launched in 2003, the number of registries was almost four times more than the previous year. In 2004, an increase of 50 percent was attained compared to the previous year.

Increase in branding investments in Gaziantep

Significant achievements have been realized in the process of increasing trademark investments and trademark numbers. Since the beginning of the project in 2003, 18 Gaziantep companies have carried out national advertisement activities. Before

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the project, the total annual advertisement expenditures of Gaziantep companies were less than $5 million.

Increase in new investments

During the project, the advantages of making investments in Gaziantep were brought to the agenda and entrepreneurs were led to investing. In 2003 and 2004, the investment increase rate was 40 percent on a numerical basis, an increase of 110 percent in terms of the number of new investments. The total amount of investments made within the period of two and a half years reached $2 billion.

Increase in exports

Having $600 million of exports annually before the project, Gaziantep reached $1.2 billion at the end of the first year of the project and $1.8 billion exports in 2004.

Increase in employment

The investments that started with the project also increased the need for a human workforce in the city. When significant unemployment was being experienced throughout the country, in Gaziantep, almost 30,000 additional employment opportunities were created. The number employed in industrial jobs before the project was 94,000. The number reached to 102,000 in 2003 and 120,000 in 2004.

Media coverage and reach

Promotional activities carried out during the project resulted in media coverage in 41 national and 126 local/regional newspapers in a total area of 13.051 square columns. The project has reached a total of 7,819,717 people. A total of 1 hour and 22 minutes of television news and 95 minutes of special programming have been broadcasted in 10 nationwide television channels over the two years.

Feedback to branding project

A total of 41 leading public officials and businessmen in the city have joined the project email group in order to develop new ideas on branding and to ensure information sharing. A total of 344 messages on branding have been sent to the group within two and a half years.

Italian industry zone

As part of the activities carried out in line with the project objective of attracting foreign investors to Gaziantep, the contacts with the Italian Ministry of Industry brought positive results. Led by the Italian Minister of Industry, Adolfo Urso, 100 Italian businessmen came to Gaziantep for observations. Following the visit of the Gaziantep delegation to Italy, it was agreed that an industrial zone in Gaziantep would be established and cooperation for the know-how in the Gaziantep Techno city would be made.

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Location determination for the border trade center

An agreement was signed with the Syrian government for the establishment of a border trade center between Syria and Gaziantep.

Opening of Syrian consulate in Gaziantep

In order to improve commercial relations between Gaziantep and Aleppo, the Syrian government opened an Aleppo consulate in Gaziantep.

Provision of natural gas to Gaziantep

In order to make investments in Gaziantep more attractive, natural gas, which was originally planned to be brought to the city in the year 2008, was launched in the year 2004 through the initiatives undertaken by GCI.

Fifth organized industry zone

In order to increase the investment areas in Gaziantep, in addition to the existing four industry zones, an area for the fifth organized industry zone was determined and allocation operations were started.

Technology center and techno city establishment

In order to develop university-industry cooperation and to provide consultancy to investors on branding, research and development, the technology development center was established within Gaziantep University, in cooperation with GCI. Furthermore, a protocol was signed among the relevant institutions for the establishment of a Techno City.

Increase in the number of GCI members and GCI revenues

Due to increasing investments with the project and the positive changes in the point of view of non-member companies to GCI, significant increases were attained in the membership. When the project was launched, the number of members was 1,500 and this number has grown to 2,000 over two and a half years. Together with an increasing number of members, GCI's revenues also increased and budget revenues that were realized as $400,000 at the end of 2002 rose to $1.8 million at the end of 2004.

Increase in funds received from the EU

The investment, research, development and technology needs that began with the branding process increased the interest of companies on EU funds. Since 2003, five separate EU funded projects were carried out in Gaziantep, two of them being GCI projects.

Vocational educational opportunities increased

The growing need for qualified personnel from companies who are more conscious about branding gave rise to new investments. Through cooperation with public institutions and using international funds, educational institutions providing vocational education in different subjects at the secondary and higher education levels were opened.

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Gaziantep logo utilization protocol

A protocol was signed with 86 companies that wished to use on their products and packaging the Trademark City Gaziantep logo registered by the Gaziantep Chamber of Industry.

Awards

The impressive results achieved by GCI with the ‘Trademark City Gaziantep Project’ gained GCI one of the most prestigious awards in Turkey. The Turkish Public Relations Association (TUHID) awarded GCI the ‘Grand Award’ in the ‘Golden Compass Public Relations Awards’ in 2005. Also the ‘Trademark City Gaziantep Project’ won first place in the World Chambers Competition in South Africa. It placed first in the ‘Best Unconventional Project’ category of 2005 World Chambers Competition, organized by the World Chamber Federation and the International Chamber of Commerce.

GCI-USA Information Office has been opened

A GCI-USA Information Office has been established under the Gaziantep Chamber of Industry in order to carry out informational activities and to provide consultancy in the commercial, social, cultural and tourism relations of the industrialists of Gaziantep with the USA.

Trade Investment Center for Turkey office is being established

The Trade Investment Center (TIC) office whose headquarters is in Rotterdam decided to open an office in Gaziantep.

Italian Investment Desk

The Italian Investment Desk has been established under the body of GCI to provide support to Italian businessmen considering investing in Gaziantep and vice versa.

Interest of foreigners to Gaziantep increased

Since the start of the project, significant progress has been achieved in relations with Italy, Netherlands, Germany, Syria and Iraq. These countries became priority trade partners for Gaziantep.

Other: Emotional gain and motivation created in the city

‘The Trademark City Gaziantep Project’ has provided prestige to the Gaziantep Chamber of Industry at the local, regional and national level. The social responsibility aspect of the project increased the expectations from GCI to the highest level and provided GCI with active involvement in decision-making processes. Other emotional gains of the project were trust of the citizens and belief of member companies that GCI will accomplish its duties and have a role in positive changes. Motivated industrialists/businessmen shortened their decision-making processes in trademark and other business investments.

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Budget

The budget allocated by GCI for two years for the ‘Trademark City Gaziantep Project’ was $100,000. In addition to this support, the ‘Trademark City Gaziantep Project’ was supported by the contributions of 86 companies. As discussed previously, a common advertisement pool was created under the name of ‘trademark city pool’ for the financing of the project. The cost of participation in the pool was determined as $1,000 per company or per trademark. With the participation of 86 companies, an additional resource of $86,000 was gathered.

Conclusions and Discussion

‘The Trademark City Gaziantep Project’ in terms of content and execution possesses characteristics that can be implemented by any country, any city and any chamber of commerce/business. The concept of branding is of importance not only for Gaziantep or Turkey, but also for all developing countries. Therefore, it is possible to say that this project may be implemented in many different countries in the world by their chambers of industry. There have been other city branding projects in the world carried out, but this project is unique in the sense that the branding process included not only Gaziantep, but also all companies within the city as well, and increased the overall motivation in the city.

Trademark City Gaziantep was an integrated project. It affected many different layers of the community in terms of its implementation and its results, and reached a very wide stakeholder group with this aspect. The project also has a long-term vision. The activities in the project support one another in an integrated fashion.

It also had a positive influence on future projects of the Gaziantep Chamber of Industry. At the end of the project, the personnel of the chamber of industry started working in a wide range of subjects and used their accumulated knowledge and experience in many areas.

‘The Trademark City Gaziantep Project’ was the successful implementation of a vision which was successfully communicated and supported. The strategy that guided the project stemmed from focusing on the existing situation and the unique characteristics of the culture. The concept of a trademark city is the “expansion” of a city that did not want to stay in its boundaries.

TEACHING NOTE

Synopsis: The case story tells the branding efforts of a city, Gaziantep located in South East Anatolia of Turkey, initiated by its chamber of industry. The case is a proactive one which was planned and executed by taking into consideration first the economic environment of Turkey and the city and then the international economic environment of today. The goal of the Chamber of Industry was to make the city ‘a

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trademark rich city’ in the near future. Gaziantep, a very important city with a historical, cultural, economic and commercial infrastructure, had to be positioned as an alternative to Marmara or Mediterranean Regions by creating a positive investment climate in the city. As indicated in the research, there are striking differences in regions in terms of economic development; Gaziantep, a city with potential, needed to show that it could compete as well with other regions. The many positive outcomes of the case demonstrate that it was a successful case which used multiple communication outlets in a timely and long-term fashion.

Case usage and objectives:

· To demonstrate to students how careful strategic planning of communication

activities has a positive impact on business objectives;

· To sensitize students to the issues and dynamics of different cultures and

environments and to enable them to find similarities with their own;

· To engage students in strategy-building in response to a proactive situation and

make them familiar with various communication methods.

Teaching method and alternative assignments Prior to the analysis of this case in class, the students should be given a reading

list on integrated marketing communications, branding, and country and city branding topics. The students will discuss those in class and the teacher will be the facilitator of this discussion. The class could be divided into two groups. One group could focus on theoretical aspects of branding and city branding, and the other half of the class could provide case studies of city and country branding.

Because the case is an international case, the students would also be required to learn about the country of Turkey in general. The students should also study the U.S. Chamber of Commerce through its web site or other online sources; the chambers of commerce of all students’ countries can be studied as well.

The teacher will start a discussion of the case with the problem statement and research done about the problem. Then students in groups could identify and present the goals and objectives, target audiences, action steps and results of the case.

The overall case discussion could take six class hours. The students would be expected to answer the following case questions:

Case questions

1. Where is Gaziantep located? What is its history?

2. Do you know any examples of country branding and city branding efforts in the

USA or elsewhere?

3. Was the research carried out by the Gaziantep Chamber of Industry satisfactory?

Summarize the research done and indicate what additional research methods you would use if you had been the planner of the campaign.

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4. Can city branding programs stem from reactive needs? Discuss and give examples.

5. Comment on the business objectives and communication objectives of the case. What is the difference between them and is there a way you could group the objectives?

6. Recall the tactics of the case. Prepare a two-year time-table for the different tactics used in the campaign.

7. Is there a difference between stakeholders and target audiences? Comment on influencers of the case as well.

8. Write a letter to the members of the Gaziantep Chamber of Industry from the Chamber’s President to promote the project.

9. What kind of effective communication principles are used in this case study?

10. What fund-generating activities could Gaziantep Chamber of Industry have used?

11. Are the evaluation methods used in the case satisfactory? Differentiate between

output and outcome measures. If you had been writing the case yourself, how would you present the evaluation?

Bibliography

http://www.trademarkcity.org/

Marka Sehir Gaziantep Projesi Ana Strateji Raporu booklet (December 2003) Gaziantep Chamber of Industry, Gaziantep.

Trademark City Gaziantep Project booklet (December 2003) Gaziantep Chamber of Industry, Gaziantep.