Theoretical Analysis of the Relationship between Urban Image Components and Urban Branding

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ALALHESABI MEHRAN; MORADI GHOLAMREZA

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Journal: BAGH-E NAZAR Year:2020 | Volume:17 | Issue:83 Page(s): 73-86

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Title

Theoretical Analysis of the Relationship between Urban Image Components and Urban Branding

Author(s)

ALALHESABI MEHRAN | MORADI GHOLAMREZA | Issue Writer Certificate

Keywords

Urban imageQ1

Urban brandingQ1

GlobalizationQ2

Primary componentQ1

Secondary componentQ1

Abstract

Problem statement: Nowadays, considering the age of Globalization, Urban branding is reflected very important by means of a great opportunity for cities existing in global competition. In this regard, the main purpose of Urban branding is creating an attractive image for the city and the Urban branding approach has centered on the concept of the city’ s image. For Urban branding and effectiveness of city, the image of the city can be a tool and even a goal. Research objectives: Regarding the importance of this issue, the objectives of this research are theoretical explanation of the components of city image and their relation to Urban branding. Research methods: The present study was conducted as a descriptive-analytic theoreticalpractical study. The method of data collection is documentary-libraries. Conclusion: The image of the city is formed in two ways: direct (experience of the environment) and indirect (influenced by the advertisement). Undoubtedly, it has a Primary component which includes the design dimensions, physical structures, cognition, awareness, and the functional dimension of the environment. On the other hand, it includes the complementary component that encompasses the evaluative, affective, likeability, and emotional dimensions. They are formed after understanding the Primary component. Branding focuses on the concept of image and utilizes physical, socio-cultural and infrastructural techniques to influence the Primary component of the image. By this way, it also makes the space more attractive for the complementary component to emerge. The advertising technique also enhances the influence and impact of the two mentioned components in branding and ultimately enhances the image from the exterior point of view (tourists) and the interior point of view(citizens).

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APA: Copy

ALALHESABI, MEHRAN, & MORADI, GHOLAMREZA. (2020). Theoretical Analysis of the Relationship between Urban Image Components and Urban Branding. BAGH-E NAZAR, 17(83 ), 73-86. SID. https://sid.ir/paper/372293/en

Vancouver: Copy

ALALHESABI MEHRAN, MORADI GHOLAMREZA. Theoretical Analysis of the Relationship between Urban Image Components and Urban Branding. BAGH-E NAZAR[Internet]. 2020;17(83 ):73-86. Available from: https://sid.ir/paper/372293/en

IEEE: Copy

MEHRAN ALALHESABI, and GHOLAMREZA MORADI, “Theoretical Analysis of the Relationship between Urban Image Components and Urban Branding,” BAGH-E NAZAR, vol. 17, no. 83 , pp. 73–86, 2020, [Online]. Available: https://sid.ir/paper/372293/en

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