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This article analyzes how the Justice and Development Party (AKP)-led local municipality changed branding strategies for Istanbul's Eyüp quarter since its predecessor took office in 1994. Portraying itself as the savior of Eyüp's heritage and Eyüp as the symbol of a larger imagined Islamic-Ottoman community, the AKP legitimizes its political rule on various levels. The diachronic comparison of municipal city guidebooks illustrates how the framing of Eyüp and its branding strategies changed withdoi:10.17192/meta.2019.12.7931 fatcat:maaim4kf5rdshiblg55ojqnsau