Uysal U.E.2024-03-132024-03-132017978152251794815225179369781522517931https://doi.org/10.4018/978-1-5225-1793-1.ch060https://hdl.handle.net/20.500.12662/3098This chapter analyzes city branding efforts in Istanbul in the context of urban tourism. The chapter focuseson the evolution of promotional practices from disorderly and inconsistent marketing strategies to a coherentcity brand. This relatively brief but complex history of city branding in Istanbul is divided into threeanalytical 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 brandingare discussed. In doing so, this study attempts to introduce a historical/chronological approach to thecity branding literature in the case of Istanbul. Next, in the light of this approach and the case study, thestudy aims to discuss general implications and reasons about changes of city brands over time. © 2017, IGI Global. All rights reserved.eninfo:eu-repo/semantics/closedAccessBook Chapter10.4018/978-1-5225-1793-1.ch0602-s2.0-850185590281315N/A1301