Examining the Role of City Brand in Introducing Iranian Cities to the World
Publish place: international conference on civil engineering, architecture and Urban Sustainable Development
Publish Year: 1392
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
ICCAU01_3124
تاریخ نمایه سازی: 29 تیر 1393
Abstract:
World cities are now in a competition with other places to reach attention of investors, visitors, skillful workers and events. City branding is a strategic way of local government to win this competition and to attain economic, politics and socio-cultural objectives. Unfortunately Iranian cities haven‟t been able to take a part in this competition in spite of its inherent potentials and all efforts which they have done. City branding could be the best solution to Iranian cities‟ lack of popularity in today‟s globalized world and is studied in this research as a tool to improve Iranian cities‟ global image and show all their hidden values. First the definition of city brand, the way which is created and then some factors to evaluate the branding potentials of cities was identified to be used in the Analytic Hierarchy Process (AHP) to determine which Iranian city has the most potentials to be successfully branded. The results shows that Isfahan, compared with other cities of Shiraz and Mashhad with the final priority of 0.438 is chosen as one and in the end it was proposed that its popularity among the Iranian cities should be used to be introduced as a global level as a hospitable environment and tourism destination.
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Authors
MohammadReza Sadeghi Moghaddam
Department of Architecture and urban design & planning, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Tannaz Assadollahzadeh
Department of Architecture and urban design & planning, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Mehdi Mirmoini
Department of Architecture and urban design & planning, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Salameh Azimi
Department of Industrial Engineering, Qazvin Branch, Islamic Azad University, Qazvin, Iran
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