Capital Branding : City Branding

Since the 20th century, people have become globalization in their social life. The actions of people and the view of the city are almost the same with other countries. Globalization is not the fashionable word in the world, it is an important word of human economics. There have some economic professions said it could be dangerous of the transaction in different countries, such as global economic crisis. However, globalization has some positive points that it makes people’s lives become better. Even though it has some negative effects on the human such as air pollution, but it also has many positive effects. Nowadays, not only the government, but also people are enjoying globalization in economics, immigration, and knowledge.

Globalization, defined as “a process that aims to expand business operations on a worldwide level, and was precipitated by the facilitation of global communications due to technological advancements, and socioeconomic, political and environmental developments” has been around for ages. However, it is a force that is becoming increasing more relevant in today’s world. In layman’s terms, globalism is the merging or “melting” of individual perspectives and markets into a more global market. As of recently, society has been obsessed with studying globalization. However, the conversation is rarely economical. Globalization is typically looked at as a social or cultural force that is shaping and connecting the world. This is scene in clothing styles, human travel, and popular culture that has become increasingly similar across nations. That sentiment isn’t wrong-globalization does have a cultural side, but many people are missing the economic impacts that this new world is facing. In fact, the economic implications of globalization and how governments legislate to control them leads to significant opportunity, but also huge threat globally.

Branding the Nation by Melissa Aronczyk is a book which depicts the business of branding nations often done by governments through their diverse marketing strategies. Currently, governments are turning to marketing experts and advisors to help them in defining and marketing their jurisdiction. Public relations advisors, communication experts, and branding experts are consulted to enhance the image of a country for the sake of better international relations. This practice which started in the late 1990s has grown in popularity in many countries both developed and developing adopting the practice.(Location 535 of 5811) In Melissa Aronczyk’s book, the author examines the political, economic and social dimensions that have led to the legitimization

In recent times it has become more and more apparent that the world has gotten much smaller due to globalization. There has also been an associated shift in where products for sale in retail stores around the world, the West in particular, are made. Indeed, many of the items that were previously made in the United States are now made in Latin America and Asia with Mexico in particular being one of the ubiquitous countries that are involved. When it comes to globalization, many are quick to point out the positive outcomes and attributes that are developing, however, neither the prevailing opinion about the subject nor the ostensible effects of globalization are monolithic. Indeed, there is evidence and scholarly opinion

Globalization is a phenomenon that has been on the forefront of the international arena for decades. With innovative technological advancements, national lines that previously identified and differentiated countries are constantly being blurred. Cultural globalization has increased cross-cultural contacts however it is also accompanied by a decrease in the uniqueness of once-isolated communities. For example, Sushi is available in Germany and Italy as well as Japan, and Starbucks has become a recognizable household brand on all continents. This phenomenon is not only applicable to food but to all aspects of

Globalisation, in the most basic sense, could be defined as the growth of business activity communications and movements of individuals over the national, political and geographic boundaries (Johnson et al. 2014). According to Hill, there are two main facets of globalization, includes globalization of markets and production (Hill, Cronk, Wickramasekera, 2014). The historically different and distinctive national markets are integrating into a single huge global marketplace in which the perceptions and preferences of customers in different countries are beginning to unite as a single global standard; examples are McDonald’s hamburger (US), IKEA furniture (Sweden). The globalization of production allow firms to locate products and services from different sites around the globe in an attempt to make benefits of dissimilarities in the price and quality of elements of production, thus allowing them to compete more efficiently against their competitors; an example is Boeing’s 777 and 787 ‘Dreamliner’ commercial aircrafts (Hill, Cronk, Wickramasekera, 2014). According to Hill, globalisation is occurring because the advances in technology that have allowed people, goods, resources, money and data to travel around the globe from different locations faster than before; moreover, the reductions in trade and investment barriers have significantly increased business activities between states. The theory also states that there are two key drivers of globalization, includes the declining in

Global (international) trade is one of the most common norms happening all around the world today. This is one of the core factors that have, over the years, lead the world to becoming more and more globalized. Globalization is what our society has come to – there is always interdependence with one another. A nation on its own cannot possibly provide for, and meet all their citizen’s desires, especially now with a greater number of immigrants, hence a growing multicultural population. Take for instance this example: you enter into a supermarket anywhere in the world today, and what you will find are products and goods from just about every part of the globe; whether it be Greece, China, Italy, India – you name it. However, that said, what

Around the world, we have items that require various resources from different places. Globalization has caused companies to expand beyond local resources and search for cheaper resources around the world to maximize profits. A chocolate bar and a can of Coke may seem simple at first glance, but the various ingredients reveal the interconnectedness of the world and the effect of globalization on “everyday” items.

As quoted by Koffi Annan- "We must ensure that the global market is embedded in broadly shared values and practices that reflect global social needs, and that all the world's people share the benefits of globalization", Globalization has made a huge revolution in today's world. Now-a-days, no business is limited to a single country/continent. Companies no more shy away from exploring different countries and culture, they are adapting to different challenging situations to increase their presence felt on the global map. This attitude leads to a high competition among the national firms trying to bring out their markets into the world. Different techno cultural differences lead to multiple need of tackling the situations whilst globalization.

Globalization today has changed worldwide trend of doing business. Companies find it difficult to survive by relying solely on domestic market. The borders between various countries are getting invisible. Companies are nowadays creating business in various countries without boundaries. Advertisements are all over the

Globalization is the latest revelation in the ever-changing world. It has become a modern trend and its effects have continually shrunk the earth into a global village. In the contemporary world, it is now easier to operate between countries; in essence, live in one country and have a business in another country. The rapid changes have been facilitated by the advancement in technology. Additionally, the continuous developments in communications, information technology (IT) as well as in the transport sector have all assisted its growth. The greatest beneficiaries of globalization are the large-scale multinational enterprises (MNEs), international business professionals and tourists among others.

Observations: The article has been realised to promote new ways of globalization with core values, ethics and wealth of people.

In an age in which people, business, and organizations can communicate even while residing on different sides of the world, globalization has played a major role in the progress of today’s global society. As globalization continues to extend its reach to different parts of the world in different ways, it is clear that it has left a positive mark on the world both culturally and economically while improving international relationships.

As a consequence of expanding globalization, the need for place branding is more important than ever. It attracts investment, tourism, and is a valuable tool to create a reputable name for a specific place. Having a positive and powerful place brand is necessary to compete with other nations, states, regions and cities.

There is a large array of theories and rules of branding in marketing literature however not all are connected to music festivals. Branding of music festivals is a comparatively new area of marketing as a result of branding being associated with consumer goods (Esu & Arrey, 2009). However with the increase in events, branding is becoming a mu7ch more significant marketing tool. It is not only beneficial for the partnership between festivals and brands but proper branding can create a major impact for the region it is held, commonly referred to as the destination. Since use of the words ‘brand’ and ‘branding’ are now commonplace within the English language, it is sensible to offer a brief explanation of their meaning. Branding is defined differently in many literatures however the most common definition could be considered that of The American Marketing Association as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. However in the way I seek to use the term branding, is between that of Seth Godin “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another” and Al Ries “A brand is a singular idea or concept that you own inside the mind of a prospect” definitions. In order to understand re-branding music festivals in Turkey the three components must be analyzed.