Author(s): Erol DÖNEK Merve ÖZKAYNAK
With the rise of globalization in the 20th century, the competition environment increased and the concepts of brand and branding, began to be evaluated not only in products and firms, but also in cities. Managers to increase tourism and attract investors to the city for the purposes of loading a brand value and trying to keep these values at a high level. The concept of brand city can be defined as the unique cultural, natural, human characteristics and historical structures of the city and differentiates it from other cities. There are many cities with a branding potential in terms of their historical, cultural and natural richness in Turkey. In this context, by examining the concept of city branding, the importance of historical heritage in the creation of brand city was examined in the context of Konya, which had been the capital of Seljuk State. Within the scope of the study, architectural and planning problems that negatively affect branding around the three Seljuk Period madrasas; design, transportation and accessibility, landscaping elements, building materials and labor, information and orientation elements were determined by examining under the headings, documented with photographs and solutions to the problems identified were introduced.