Abstract
The purpose of this study is to reveal the awareness levels of abstract and concrete values that will enable the branding of the city of Burdur by applying them to the people living in Burdur through a survey. The study was conducted using a questionnaire method with volunteer participants who lived in Burdur or lived / been in Burdur between September and December 2020. A total of 545 people participated in the study. For the analysis of the data, frequency analyzes and averages were calculated and evaluations were made. In the research, the concrete elements of Burdur with the highest brand awareness are Salda Lake and Burdur Sis. While intangible image elements are determined as calmness, safe and clean city; The advantageous sides of the city are the university, natural beauties, education, food and historical richness. According to the findings made as a result of the research, evaluations were made on what can be done for the branding of the prominent abstract and concrete values of the city of Burdur.
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