Document Type : Exploratory
Author
مراغه، خیابان خواجه نصیر شمالی، ده متری مطهری، پلاک 38، ساختمان روما، طبقه 4
Abstract
In recent decades, urban branding has emerged as a key strategy in urban management, aiming to enhance the mental image of cities, attract investment and tourism, and improve the quality of life for citizens. This process, by utilizing urban marketing tools, identity-building, and stakeholder participation, contributes to sustainable urban development. Maragheh, as one of Iran’s historical, cultural, and scientific cities, possesses unique capacities in the fields of astronomy, nature, and heritage, and requires the development of targeted and evidence-based strategies for effective urban branding. The main objective of this study is to identify and formulate appropriate branding strategies for Maragheh using qualitative methods and the SWOT analytical framework. Data were collected through semi-structured interviews with 15 local experts, scholars, and municipal officials, and analyzed via qualitative content analysis. The findings indicate that alongside Maragheh’s historical and cultural advantages, challenges such as underdeveloped tourism infrastructure, lack of a distinct brand identity, and fragmented urban governance are major obstacles to successful branding. Ultimately, strategies focused on strengthening visual identity, developing a cohesive brand message, promoting cultural marketing, and engaging key stakeholders are proposed. Based on Maragheh’s identity as a garden city and its legacy as the capital of astronomy in Iran, the proposed brand for the city is “Garden City of Stars.”
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