CITY RESIDENTS’ PERCEPTION TOWARDS THE BRAND: THE CASE OF FAMAGUSTA AND KYRENIA (NORTHERN CYPRUS)

City Branding literature commonly evaluates the brand image and public perceptions of well-known cities with a relatively positive in various European countries. But they fail to consider how less known smaller troubled pasts, can be branded. This study focuses on an unknown place negative image. To this end, we selected two Turkish Republic Northern Cyprus; recognized only by Turkey. The questions residents perceive their city. Two groups – professionals versus graduate students living Famagusta Kyrenia are selected, face-to-face interviews 40 conducted. results show that despite political economic drawbacks Cyprus, have both (e.g., poor city planning infrastructure, pollution) as well associations sea, beaches, harbours, safety, friendliness, quiet) which live.