Determining Urban Management Strategies for City Branding, Case Study: Maragheh City

Zarafshan, Ataollah

doi:10.30473/ipom.2025.74515.5187

Document Type : Exploratory

Author

ataollah zarafshan

Assistant Professor, Department of Geography, Payam Noor University, Tehran, Iran

10.30473/ipom.2025.74515.5187

Abstract

In recent years, city branding has emerged as a strategic approach in urban management, serving as an effective tool to enhance the mental image of cities, attract tourism and investment, and improve the quality of urban life. This study aims to formulate urban management strategies for branding Maragheh—an Iranian city with a unique dual identity: an ecological "garden city" and a historical-scientific center known as the "Capital of Astronomy in Iran." Adopting a qualitative methodology, the research is based on semi-structured interviews with local experts and content analysis using the SWOT framework. Findings reveal that despite Maragheh’s rich natural, agricultural, and scientific assets, challenges such as the absence of a clear brand identity, weak tourism infrastructure, and institutional fragmentation hinder its branding potential. Consequently, four strategic categories (SO, WO, ST, WT) were developed, culminating in the proposal of a hybrid brand: “Maragheh, Garden City of Stars.” The study also suggests practical measures such as restoring the historical observatory, organizing brand-oriented festivals, designing symbolic urban spaces, and fostering citizen participation to internalize the brand. This conceptual model, grounded in local identity and residents’ lived experiences, offers a replicable framework for other historical and scientific cities in Iran seeking sustainable and participatory urban branding.

Keywords

Main Subjects

Other

References

Anholt, S. (2010). Places: Identity, Image and Reputation. Palgrave Macmillan.

Boisen, M., Terlouw, K., & van Gorp, B. (2011). The selective nature of place branding and the layering of spatial identities. Journal of Place Management and Development, 4(2), 135-147. https://doi.org/10.1108/17538331111153151

Braun, E., Kavaratzis, M., & Zenker, S. (2013). My city – my brand: the different roles of residents in place branding. Journal of Place Management and Development, 6(1), 18-28. https://doi.org/10.1108/17538331311306087

Dinnie, K. (2011). City Branding: Theory and Cases. Palgrave Macmillan.

Govers, R., & Go, F. (2009). Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. Palgrave Macmillan.

Hospers, G. J. (2011). Place marketing in shrinking Europe: Some geographical notes. Tijdschrift Voor Economische in Sociale Geografie, 102(3), 369-375.‏https://doi.org/10.1111/j.1467-9663.2011.00672.x

Kavaratzis, M., & Ashworth, G. J. (2006). City branding: An effective assertion of identity or a transitory marketing trick? Place Branding, 2(3), 183-194. https://doi.org/10.1057/palgrave.pb.5990056

Kavaratzis, M., & Ashworth, G. J. (2006). City branding: An effective assertion of identity or a transitory marketing trick? Place Branding, 2(3), 183–194. https://doi.org/10.1057/palgrave.pb.5990056

Kavaratzis, M., & Hatch, M. J. (2021). The dynamics of place brand identity: An identity-based approach to place branding. Marketing Theory, 21(1), 25–43. https://doi.org/10.1177/1470593120918870

Kotler, P., Haider, D. H., & Rein, I. (1993). Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations. The Free Press.

Lin, C. Y., Chen, M. H., & Lee, H. C. (2022). City brand management: A comparative study of East Asian cities. Place Branding and Public Diplomacy, 18(3), 215–231. https://doi.org/10.1057/s41254-021-00216-9

Lucarelli, A., & Olof Berg, P. (2011). City branding: a state‐of‐the‐art review of the research domain. Journal of Place Management and Development, 4(1), 9-27. https://doi.org/10.1108/17538331111117133

Meshkini, A., Soltanzadeh, A, Rahmati, A., & Zareie, Y. (2013). Opportunities and Threats in the Development of Tourism Industry in the City of Maraqeh. Journal of Urban Economics and Management, 1(1), 83-101. (In Persain) DOR: 20.1001.1.23452870.1391.1.1.6.8

Molaei, A., & Zirak Sima, P. (2022). Redefinition the dimensions and branding strategies of shopping centers with emphasis on urban identity (case study: historical bazaar, Laleh Park and Tabriz World Trade Tower). Urban Economics and Planning (JUEP), 2(4), 277-295. (In Persain) DOI: 10.22034/UE.2022.02.04.03

Moradi, F., Saeideh Zarabadi, Z. S., & Majedi, H. (2018). An Explanation of City Branding Model in Order to Promote City Competitiveness and Economic Growth by Using Of F'anp Model. Journal of Urban Economics and Management, 6(2 (22) ), 33-56. (In Persain) Doi: 10.29252/iueam.6.22.33

Naghsh Moheet Engineering Consultancy Co (2012), Maragheh City Master Plan, Vol. 3 (In Persain)

Rainisto, S. (2003). Success Factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States. Helsinki University of Technology.

Riza, M., Doratli, N., & Fasli, M. (2012). City Branding and Identity. Procedia - Social and Behavioral Sciences, 35, 293–300. https://doi.org/10.1016/j.sbspro.2012.02.091

Saeida Ardekani, S., Ghanbari, F., Rezaaei, M.R., 3 Rajabipoor Meybodi, A.R. (2022). Investigating the Role and Position of Urban Management in Urban Branding (Case Study: Isfahan City). Spatial Planning, 12(3), 25-46. (In Persain) DOI: 10.22108/sppl.2022.134138.1663

Sepahrvand, M. (2002). Maragheh in the History of History. Tabriz: Ahrar Publications,

Shahabi, Sh., Delafrooz, N., Gholipour Soleymani, A., & Taleghani, M. (2023). Designing and Testing the City Branding Model (Case Study: Guilan Province). Financial Economics, 16(4), 223 – 250. (In Persain) DOI: 10.30495/fed.2023.698850

Tabibian, M., & Mousavi, M.J. (2017). Investigation of Beautification and Improvement of Environmental Quality effect on the Urban Vitality” Case Study: Maragheh Historical Garden City. Armanshahr Architecture & Urban Development, 9(17), 249-262. (In Persain)

Tayyebi, A., & Kamran Zekavat, K. (2018). The Effect of the Host Society on the Tourists’ Image of Urban Public Open Space: A Qualitative Study in an Iranian Context. Journal of Tourism Planning and Development (JTPD), 7(26), 8-27. (In Persain) DOI: 10.22080/jtpd.2018.2039

Zenker, S., & Braun, E. (2010). Branding a city–A conceptual approach for place branding and place brand management. 9th International Conference on Corporate and Marketing Communications, Aarhus.

Zenker, S., Braun, E., & Petersen, S. (2020). Branding the city through experiences: How city brands create value. International Journal of Tourism Cities, 6(2), 251–266. https://doi.org/10.1108/IJTC-06-2019-0070

Ziari, k., & Zar-Afshan, A. (2007). Housing Quantitative and Qualitative Changes in the Mirage City and its Housing Prediction to 2124 (A. D). Geography and Development (GD), 4(8), 85-106. (In Persain) Doi: 10.22111/GDIJ.2006.3787

Public Organizations Management

Determining Urban Management Strategies for City Branding, Case Study: Maragheh City

References

References

Volume 13, Vol 3 , Series 51 - Serial Number 51
June 2025
Pages 39-54

Determining Urban Management Strategies for City Branding, Case Study: Maragheh City

References

References

Volume 13, Vol 3 , Series 51 - Serial Number 51June 2025Pages 39-54

Volume 13, Vol 3 , Series 51 - Serial Number 51
June 2025
Pages 39-54