Document Type: CASE STUDY

Authors

Faculty of Architecture and Urban Planning, Buein Zahra Technical University, Qazvin, Iran

Abstract

Urban branding, as a new approach toward urban development, improves marketing of the city image in different ways by changing the visual image of the city into a brand image. This paper aims to survey the element of urban branding strategies in Iranian cities by examining the criteria of urban branding theory in Iranian cities. The main goal of this investigation is to describe how the cities become branded, how branding succeeds, and how a viable city image is created. This study is an applied research and descriptive-analytical method conducted in five steps: 1) identifying the study area, 2) identifying economical capabilities of branding in study area, 3) identifying the spatial level of potential using a specific questionnaire, 4) selecting the capabilities with a higher average score as superior capabilities for strategic planning, and 5) performing a strategic planning. The paper explores the concept of urban branding from theoretical, analytical, and practical viewpoints. In practical terms, a questionnaire is administrated to planners and designers to identify the stages by which an Iranian city (Qazvin) might be effectively branded. The results showed that the QPSM method and its integration with the SWOT method have a high ability to extract urban branding strategies and can be used in this field.

Keywords

Main Subjects

Anholt, S., (2006). The Anholt-GMI city brands index: How the world sees the world's cities. Place branding, 2(1): 18-31 (14 pages).    

Anholt, S., (2007). Competitive identity: The new brand management for nations, cities and regions. J. Brand Manage., 14(6): 474-475 (2 pages).   

Ashworth, G.; Kavaratzis, M., (2009). Beyond the logo: Brand management for cities. J. Brand Manage., 16(8): 520-531(12 pages).

David, M.E.; David, F.R.; David, F.R., (2009). The Quantitative Strategic Planning Matrix (QSPM) applied to a retail computer store. Coastal Bus. ., 8(1): 42-52 (11 pages).

Evans, G. (2003) .Hard-Branding the Cultural City –From Prado to Prada. Int. J. Urban Regional, 27(2): 417–440 (24 pages).   

Evans, G., (2009). Creative cities, creative spaces and urban policy, Urban Stud., 46 (5–6): 1003-1040 (38 pages).     

Gotham, K.F., (2007). (Re) branding the big easy: tourism rebuilding in post-Katrina New Orleans. Urban.  Aff. Rev., 42(6): 823-850 (28 pages). 

Hankinson, G., (2004). Relational network brands: Towards a conceptual model of place brands. J. Vacat. Mark., 10(2): 109-121 (13 pages).

Helmy, M., (2008). Urban Branding Strategy and the Emerging Arab Cityscape: The Image of the Gulf city. Ph.D. Dissertation, Stuttgart University. Germany.

Jensen, O. B.; Richrdson, T., (2005). May branding the Contemporary City –Urban branding as regional growth agenda? In plenary paper for Regional Studies Association Conference, Regional Growth Agendas’. Aalborg, 28th to 31st May, 1-37 (38 pages).

Kotler, P.T.; Armstrong, G., (2010). Principles of Marketing 13th ed. Pearson Education, Inc. Upper Saddle River NJ., USA.  

Kotler, P.; Asplund, C.; Rein, I.; Heider, D., (1999). Marketing places Europe: Attracting investments, industries, residents and visitors to European cities, communities, regions and nations. Financial Times Prentice-Hall, Harlow.

Kavaratzis, M.; Ashworth, G. J., (2005). City branding: an effective assertion of identity or a transitory marketing trick? J. Econ. Soc. Geogr., 96(5): 506–514 (9 pages).

Morgan, N.; Pritchard, A., (2002). Contextualizing destination branding. . Destination branding: Creating the unique destination proposition, 11-41(31 pages).

 Musterd, S.; Murie, A., (2010). Making Competitive Cities. ISBN: 978-1-405-19415-0, Wiley-Blackwell, (376 pages).

Otmazgin, N., (2016).  A New Cultural Geography of East Asia: Imagining a 'Region ‘through Popular Culture, AsiaPac. J., 14 (7): Number 5:1-12 (12 pages).

Jansson, J., Power, D.,  (2006). Image of the City: Urban Branding as Constructed Capabilities in Nordic City Regions, Department of Social and Economic Geography, Uppsala University, (41 pages).     

Randall, G., (1997). Branding, a practical guide to planning, organizing and strategy. Kogan Page Limited, London.

Rainisto, S. K., (2003) .Success Factors of Place Marketing: A study of place marketing practices in northern Europe and the United States. Helsinki University of Technology, Institute of Strategy and International Business, Doctoral Dissertations.

Unsworth, R., (2008). Re-branding the city: changing the image of places and spaces, GA lectures, Geographical Association School of Geography, University of Leeds, England

Vanolo, A., (2008). The image of the creative city: Some reflections on urban branding in Turin. Cities, 25(6): 370-382 (13 pages).

Vela. J. D. S. E., (2013). Place Branding: A conceptual and theoretical framework, Boletín de la Asociación de Geógrafos Españoles, (62):467-471 (5 pages).

Wang, K. J.; Hong W.C., (2011). Competitive advantage analysis and strategy formulation of airport city development- The case of Taiwan. Transp. Policy, 18(1): 276-288 (13 pages).

Järvisalo, S., (2012). How to build successful city brands?-Case Munich, Berlin and Hamburg.

Van Gelder, S., (2003). Global brand strategy: unlocking brand potential across countries, cultures and markets. Kogan Page. London.

 

HOW TO CITE THIS ARTICLE 

Mohammadi, A.; Marofi, S., (2018). Evaluation of urban branding strategies in Iranian cities. Int. J. Hum. Capital Urban Manage., 3(2): 153-166.