Abstract
Currently, change in cities is advancing due to technological advances, information floods, increasing awareness, and raising living standards. Although the development of a city depends on the activation of urban marketing, an important and well-known city stands out as a brand. One of the strategies of urban management in order to progress in the competitive world market is to plan for sustainable urban branding for the city, which introducing the capabilities of the city, the most important factors in achieving economic benefits of urban branding are tourism and physical space. The metropolis of Hamadan has been selected for this purpose, including urban tourism destinations with historical and touristic species and the capital of Iran’s history and civilization. The measurement tool in this study is a questionnaire that will be designed based on the conceptual framework of the research as well as related studies. For this purpose, the components and indicators of urban branding have been identified with emphasis on social, economic, cultural, and physical dimensions and have been used with the opinion of 30 urban experts and specialists and using SPSS25 software analysis at a significant level. It can be concluded that according to the respondents, these variables have a great impact on branding the metropolis of Hamadan.
Highlights
According to the studies, the major problem of city development strategy (CDS) is the lack of a fundamental essential approach
Hamadan province is located in the west of Iran with an area of 19,493 km2 and 1741 m height from the sea level [48]. is province is limited to Zanjan and Qazvin in the Forces in the Macro
Avicenna Tomb is the symbol of the Hamadan city as well as one of the symbols of the background of Iran in the world’s culture, knowledge, and science [51]. e base of the economy in this province is agriculture and animal husbandry and mining [52]. e cultivation is dry or irrigated (Figure 4). e most important mines of this province are granite, limestone, building stone, feldspar, lead, zinc, silver, chalk, limonite, silica, travertine, and iron ore [17, 49]. ere are various monuments of the Islamic period in the city including Khezr tomb, belonging to 5th century, Alavian Dome, Esther and Mordecai Mausoleum, Qorban tower belonging to Seljuk’s, Abshineh Bridge, Great Mosque, Bazaar, and square of Hamadan belonging to Safavid [53]
Summary
A name, word, term, symbol, mark, mark, design, or combination of these is a specific representation of the goods and products of one or a group of manufacturers or sellers who derive those goods and services from the goods or services of other manufacturers and sellers. A design, sign, symbol, word, or combination of these is used to create an image that distinguishes a product from competitors’ products. A brand is a mindset or image of a specific product or service that creates a connection between the consumer and the provider
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