ASES INTERNATIONAL JOURNAL OF CULTURE, ART AND LITERATURE

In recent years, Geographical Indications have become a very important concept in commerciallife and the consumer market. This concept, which is a tool of destination marketing, hasperhaps become one of the indispensable parts of marketing in the developing and changingworld. However, Geographical Indications are essentially a branding element and are also usedas a marketing tool with the effect of branding. In this context, the concept of brand is importantfor cities and even countries as well as products and services. Because branding enablesdestinations to be distinguished from their competitors both within the country and abroad.Products with a specific geographical indication are more advantageous than products with thesame characteristics in terms of marketing and branding because they are trusted and preferredby the target audience and have a special market of their own. In this study, the principles ofcreating a destination brand, which is an important tool in destination marketing, wereaddressed and the aspects of Halloumi as a destination brand were examined.