Future Planning for Branding the City of Amol with an Emphasis on Urban Image

Document Type : Article Extracted from Dissertation

Authors

1 Phd. candidate, Urban Studies, Ayatollah Amoli Branch, Islamic Azad University, Amol, Iran.

2 Associate Professor Department of Geography, Shi.C., Islamic Azad University, Shiraz, Iran

3 Assistant Professor, Department of Architecture and Urban Planning, research and Innovation center, Azad University Ayatollah Amoli Branch, Amol, Iran.

Abstract

Context and Purpose: Nowadays, urban marketing strategies and place branding often emphasize ideas and cultural and creative stereotypes to promote attractive urban images. The aim of this article is to empirically analyze how the creative city is celebrated and represented in the case of Amol. Urban branding has become one of the main policies for achieving sustainability in many countries. Foresight is also considered a novel approach that encompasses various alternative futures, including possible, plausible, probable, and desirable futures.
Design/methodology/approach: In this study, considering the research objectives, the Delphi method was used as a tool to gather the opinions of decision-makers and experts, and the scenario-writing method was employed for analyzing and formulating desirable scenarios of Amol’s urban branding capabilities, with an emphasis on the city’s image. Additionally, software such as Micmac was utilized to analyze the data. The factors influencing the urban branding of Amol were presented to the experts in a matrix format, and they assigned scores from zero to three based on the direct impact of each factor on the other factors.
Findings: The results of the investigation indicated that the city of Amol possesses desirable potentials, such as ecological capacity, natural beauty, historical and recreational conditions, and other assets, which can provide a foundation for transforming the city into a regional brand and attracting tourists.
Conclusion: Based on the research findings, urban branding of Amol can be realized in line with sustainable urban and regional development, and the city’s capacities, with appropriate planning, can play an effective role in enhancing its status. Considering the existing potentials of Amol and the data obtained from analyses and public surveys, it is recommended to take measures to preserve and improve the quality of existing capacities, develop urban infrastructure, and attract investors in order to strengthen Amol’s city brand.
Originality/value: The innovation of this study lies in the simultaneous application of foresight, Delphi, and scenario-writing methods to analyze the urban branding capabilities. The originality of the research is reflected in its case study approach, examining Amol as a representative of medium-sized cities in Iran, and analyzing the role of its local, natural, and historical potentials in the urban branding process—an aspect that has previously received limited attention in an integrated and applied manner.

Keywords

References

Asghari, R., & Amini-Nejad, G. (2017). Analysis of foresight indicators in regional planning. Geographical Sciences Journal, 8(3), 25-40. [In Persian]
Bazzazadeh, F., & Pourahmad, A. (2014). Regional foresight in sustainable urban development. National Conference on Regional Development, Yazd. [In Persian]
Dadfar, N., & Astaneh, A. R. (2018). Presenting a foresight model in regional development using Delphi method. Human Geography Research, 10(1), 33-50. [In Persian]
Delavi, M. R., & Salamatiyan, N. (2020). Theoretical framework of urban branding in the context of urban marketing. Architecture and Urban Studies, 5(2), 40-55. [In Persian]
Dini, M. (2021). Modeling factors affecting urban branding with emphasis on tourism development. Urban Studies, 12(2), 60-75. [In Persian]
Lonji, A. R. (2002). Urban space image and identity. Journal of Urbanism, 1(2), 71-85. [In Persian]
Malek Akhlagh, E., & Alizadeh, Y. (2019). Examining factors affecting urban branding with a brand equity approach. Journal of City and Marketing, 4(1), 25. [In Persian]
Mazandaran Provincial Planning and Budget Organization. (2012). Statistical yearbook of Mazandaran Province. Mazandaran: Mazandaran Planning and Budget Organization. [In Persian]
Mohammadpour, A., & Rezaei, A. (2016). Foresight in urban planning with emphasis on sustainable development. Environmental Studies, 7(2), 55-70. [In Persian]
Nazemi, E., & Mazaheri, S. (2019). The impact of urban branding on sustainable urban landscape. Landscape Studies, 6(2), 45-60. [In Persian]
Nejad-Ebrahimi, S. (2022). The role of mental image in urban branding. Geographical Studies of Coastal Areas, 8(1), 20-35. [In Persian]
Norberg-Schulz, C. (1971). Phenomenology of place [Translated from original source]. [In Persian]
Rabbani, A., & Lotfi, S. (2012). Urban branding analysis with emphasis on local capabilities. Journal of City and Region, 3(1), 10-22. [In Persian]
Rahakharazi, A. (2020). Urban branding; with reference to urban diplomacy. Tehran: Daneshgahi Publications. [In Persian]
Shabani, M. (2002). Analysis of visual identity and urban image of Amol. Urban Studies, 2(1), 49-60. [In Persian]
Zakarfar, M., & Amini, S. (2021). Analysis of mental image of urban space with emphasis on urban branding. Urban Science Research, 6(3), 85-100. [In Persian]
Zali, N., & Ghorbani, M. (2009). Environmental analysis of urban branding using SWOT method. Regional Development Studies, 4(2), 15-28. [In Persian]
Zarei, S., & Farhadi, M. (2020). Urban branding; a novel approach in urban regeneration. Urban Planning Journal, 14(1), 45-60. [In Persian]
Tourism and hospitality marketing research
Volume 3, Issue 2 - Serial Number 5
Autumn and Winter
September 2025
Pages 39-55

Files

Share

How to cite

Statistics