Uysal U.E.2024-03-132024-03-132016978152250577815225057689781522505761https://doi.org/10.4018/978-1-5225-0576-1.ch006https://hdl.handle.net/20.500.12662/3096This chapter analyzes city branding efforts in Istanbul in the context of urban tourism. The chapter focuses on the evolution of promotional practices from disorderly and inconsistent marketing strategies to a coherent city brand. This relatively brief but complex history of city branding in Istanbul is divided into three analytical and interrelated phases: Self-Orientalism, the City of Religions and the Multi-Faceted City. In analyzing this process, the main representations, themes, slogans and other methods of city branding are discussed. In doing so, this study attempts to introduce a historical/chronological approach to the city branding literature in the case of Istanbul. Next, in the light of this approach and the case study, the study aims to discuss general implications and reasons about changes of city brands over time. © 2017, by IGI Global. All rights reserved.eninfo:eu-repo/semantics/closedAccessBook Chapter10.4018/978-1-5225-0576-1.ch0062-s2.0-85016344940131N/A117