Today, cities around the world are in the competition for globalization, for this reason, one of the solutions that urban authorities have taken to succeed is city branding. Because many cities could make significant successes by implementing city branding principles. In recent years, this subject has become popular among the theorists and urban planners and has gradually become one of the most discussed assets of a city. This title can not only help cities to have a positive mental image but also to create new qualities and merits. Therefore, by attracting capital, goods, population, tourism, etc., one of the consequences of this theory can be the creative and inner development of cities. For historically valuable textures, city branding has become a sort of stimulus in economic and social development, in this way, these tissues are revived and recreated and thus, the identity and character of historical cities are preserved. Mentioning the above, one of these articles is the historical texture of Damavand city, which, despite having many potentials, has not been able to offer its unique qualities and characteristics alongside the great city of Tehran and in the process of urban development, it is somewhat lagging other cities and is in some way destroyed. For this reason, in this research, firstly, the theory of city branding was studied. Then, regard to the suggestions made in implementing this theory for cities in Iran, it has been used to recreate the historical context of Damavand city. By studying more, the theory attempts to define the proper brand to present suitable methods for its implementation to support the goals of this paper. Following this purpose, in the first chapter of the study, the framework of the research included the expression of the problem, the questions, the goals, and hypothesis, in the second chapter, the theoretical foundations of branding, the relationship between city branding and urban regeneration and appropriate methods for brand development for a place or city were presented. Meanwhile studying differently related case studies for city branding in a process for small cities in the fourth chapter examination of the historical city of Damavand in terms of city branding and recreation has been studied. As results in the fifth chapter, the information was used to formulate a branding program in Damavand. Thus, the present study is more explanatory for internal purposes and in fact, seeks to understand the conceptual relationships among the examined phenomena. It is also used for external purposes, and it is trying to use the results for similar examples in the future. The method used in this research is qualitative and quantitative. To collect data and information, documentation, field and survey studies including interview, questionnaire and observation are used. Different software has been used to analyze data based on the need for research. Finally, after studies, it was concluded that in the first step of branding, we need to understand two categories of tourism and tourist attraction in the city to find out how the appeal of each of them will affect the city; If this has a positive effect, the brand must take steps to strengthen these factors and, if their impact is negative, to undermine them. Then, according to the theoretical foundations of the research as well as the results of the study, the intention of the research is to take an honest look about the subject of city branding and considering all its negative and positive aspects to find a way to use this tool for regeneration and rehabilitation of Damavand city. For this reason, considering the studies done in chapter four, the brand of Damavand seems to have a natural and mythical character, and the motto “Damavand, the mythical paradise” can better influence the audience and describes the city. In the end, due to the brand’s special features, a strategic brand was developed to revitalize the historic city.
Oggi, le città di tutto il mondo sono nella competizione per la globalizzazione, per questo motivo, una delle soluzioni che le autorità urbane hanno preso per avere successo è il marchio della città.Perché molte città potrebbero fare signi cativi successi implementando i principi del marchio della città. Negli ultimi anni, questo argomento è diventato popolare tra i teorici e urbanisti e gradualmente è diventato uno dei beni più discussi di una città.Questo titolo non può solo aiutare le città ad avere un'immagine mentale positiva, ma anche a creare nuove qualità e meriti.Pertanto, attirando capitali, beni, popolazione, turismo, ecc., Una delle conseguenze di questa teoria può essere lo sviluppo creativo e interiore delle città.Per le trame storicamente preziose, il branding della città è diventato una sorta di stimolo nello sviluppo economico e sociale, in questo modo, questi tessuti vengono rianimati e ricreati e così, l'identità e il carattere delle città storiche sono preservati.Menzionando quanto sopra, uno di questi articoli è la trama storica della città di Damavand, che, pur avendo molte potenzialità, non è stata in grado di o rire le sue qualità e caratteristiche uniche a anco della grande città di Teheran e nel processo di sviluppo urbano, è un po 'in ritardo rispetto ad altre città ed è in qualche modo distrutto. Per questo motivo, in questa ricerca, in primo luogo, è stata studiata la teoria del marchio della città. Quindi, riguardo ai suggerimenti fatti nell'implementazione di questa teoria per le città in Iran, è stato usato per ricreare il contesto storico della città di Damavand. Studiando di più, la teoria tenta di de nire il marchio appropriato per presentare metodi adatti alla sua implementazione per supportare gli obiettivi di questo articolo.Seguendo questo scopo, nel primo capitolo dello studio, il lavoro di cornice della ricerca ha incluso l'espressione del problema, le domande, gli obiettivi e le ipotesi, nel secondo capitolo, i fondamenti teorici del marchio, la relazione tra il marchio della città e sono stati presentati la rigenerazione urbana e metodi appropriati per lo sviluppo del marchio di un luogo o di una città.Nel frattempo, sono stati studiati diversi casi studio correlati per il branding della città in corso per le piccole città nel quarto capitolo della città storica di Damavand in termini di branding e ricreazione della città.Come risultato nel quinto capitolo, le informazioni sono state utilizzate per formulare un programma di branding in Damavand.Pertanto, lo studio attuale è più esplicativo per scopi interni e in realtà cerca di comprendere le relazioni concettuali tra i fenomeni esaminati.Viene anche utilizzato per scopi esterni e sta tentando di utilizzare i risultati per esempi simili in futuro. Il metodo utilizzato in questa ricerca è qualitativo e quantitativo. Per raccogliere dati e informazioni, sono utilizzati studi di documentazione, di campo e di indagine che includono interviste, questionari e osservazioni.Diversi software sono stati utilizzati per analizzare i dati in base alla necessità di ricerca. In ne, dopo gli studi, si è concluso che nella prima fase del branding, abbiamo bisogno di capire due categorie di turismo e attrazione turistica nella città per scoprire come l'attrattiva di ognuno di loro in uirà sulla città;Se questo ha un e etto positivo, il marchio deve prendere provvedimenti per ra orzare questi fattori e, se il loro impatto è negativo, per indebolirli. Quindi, in base ai fondamenti teorici della ricerca e ai risultati dello studio, l'intenzione della ricerca è di dare uno sguardo onesto sul tema del branding cittadino e considerando tutti i suoi aspetti negativi e positivi per trovare un modo di utilizzare questo strumento per la rigenerazione e la riabilitazione della città di Damavand.Per questo motivo, considerando gli studi fatti nel quarto capitolo, il marchio di Damavand sembra avere un carattere naturale e mitico, e il motto "Damavand, il paradiso mitico" può in uenzare meglio il pubblico e descrive la città. Alla ne, grazie alle caratteristiche speciali del marchio, è stato sviluppato un marchio strategico per rivitalizzare la città storica.
A survey toward city branding in the process for small cities. Case study : Damavand city
NAHAVANDY, NIYAYESH
2017/2018
Abstract
Today, cities around the world are in the competition for globalization, for this reason, one of the solutions that urban authorities have taken to succeed is city branding. Because many cities could make significant successes by implementing city branding principles. In recent years, this subject has become popular among the theorists and urban planners and has gradually become one of the most discussed assets of a city. This title can not only help cities to have a positive mental image but also to create new qualities and merits. Therefore, by attracting capital, goods, population, tourism, etc., one of the consequences of this theory can be the creative and inner development of cities. For historically valuable textures, city branding has become a sort of stimulus in economic and social development, in this way, these tissues are revived and recreated and thus, the identity and character of historical cities are preserved. Mentioning the above, one of these articles is the historical texture of Damavand city, which, despite having many potentials, has not been able to offer its unique qualities and characteristics alongside the great city of Tehran and in the process of urban development, it is somewhat lagging other cities and is in some way destroyed. For this reason, in this research, firstly, the theory of city branding was studied. Then, regard to the suggestions made in implementing this theory for cities in Iran, it has been used to recreate the historical context of Damavand city. By studying more, the theory attempts to define the proper brand to present suitable methods for its implementation to support the goals of this paper. Following this purpose, in the first chapter of the study, the framework of the research included the expression of the problem, the questions, the goals, and hypothesis, in the second chapter, the theoretical foundations of branding, the relationship between city branding and urban regeneration and appropriate methods for brand development for a place or city were presented. Meanwhile studying differently related case studies for city branding in a process for small cities in the fourth chapter examination of the historical city of Damavand in terms of city branding and recreation has been studied. As results in the fifth chapter, the information was used to formulate a branding program in Damavand. Thus, the present study is more explanatory for internal purposes and in fact, seeks to understand the conceptual relationships among the examined phenomena. It is also used for external purposes, and it is trying to use the results for similar examples in the future. The method used in this research is qualitative and quantitative. To collect data and information, documentation, field and survey studies including interview, questionnaire and observation are used. Different software has been used to analyze data based on the need for research. Finally, after studies, it was concluded that in the first step of branding, we need to understand two categories of tourism and tourist attraction in the city to find out how the appeal of each of them will affect the city; If this has a positive effect, the brand must take steps to strengthen these factors and, if their impact is negative, to undermine them. Then, according to the theoretical foundations of the research as well as the results of the study, the intention of the research is to take an honest look about the subject of city branding and considering all its negative and positive aspects to find a way to use this tool for regeneration and rehabilitation of Damavand city. For this reason, considering the studies done in chapter four, the brand of Damavand seems to have a natural and mythical character, and the motto “Damavand, the mythical paradise” can better influence the audience and describes the city. In the end, due to the brand’s special features, a strategic brand was developed to revitalize the historic city.| File | Dimensione | Formato | |
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Descrizione: A survey toward city branding and its role in process for small cities.Case study: Damavand,Iran
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https://hdl.handle.net/10589/147245