Comparative Study of Global Experiences Related to Urban Branding Process and Presenting a Solution for Mashhad Metropolis
Abstract. Urban branding is a relatively new field which is required for cities and countries to survive in today's competitive world and retain their sustainability of competitive advantage. In the meantime, it is inevitable to use the experiences of successful cities in this field and understand their followed process. In this research which is a comparative study with equivalent conditions, branding process is investigated in three successful cities of Barcelona (Spain), Edinburgh (Scotland), and Chicago (United States of America) and their success factors are classified based on three key factors including strategic orientation, destination identity and image, and stakeholder involvement; these factors also include the comparative parameters of this study. Afterwards, using the results obtained through these globally successful experiences, some solutions are presented for the entry of Mashhad metropolis into branding process considering the three key success factors.
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