A Model for City Branding in Iran Based on the Grounded Theory

Document Type : Research Paper

Authors

1 Assistant Professor, Shahid Beheshti University, Faculty of Management and Accounting

2 Associate Professor, Shahid Beheshti University, Faculty of Management and Accounting

3 Professor, Shahid Beheshti University, Faculty of Management and Accounting

4 PhD student of business management at Shahid Beheshti University

Abstract

City branding is an effort for designing, shaping and/or changing the viewers' images that provide the possibility ofvalue creation for thetangible and intangible assets of cities by focusing on the uniquecharms and potentials of a city; so today it is seriously taken into consideration by most of urban policy makers. This paper is based on a research that aims to represent a model for city branding in Iran based on the Grounded Theory. To develop the model, having analyzed the content of texts and studying the experiences of branding in several cities around the world,  deep semi-structured interviews of a sample involving 18 experts of various fields of marketing,urban management, economy and tourism were collected, it was endeavored to investigate the extent and localization of this phenomenon. In summary, the results of this study showed that the city branding process is an intricate and multidimensional issue; on the other hand,multiple results can be discussed in various economic (e.g. revenue growth, thrivingbusiness environment, tourism development, tendency to endogenous and exogenous investment), and social areas (such as increasing satisfaction, improved influence of the city,creating a favorable image) as the consequences of urban branding.  

Keywords

References

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