A Brand Building Model for Recreation,Residential, Tourism and Sport Mega Projects

While it seems there are just very few studies on branding process of mega projects of entertainment, residential, tourism and sport, branding is one of the most vital factors in these types of projects. We have particularly tried to devise a branding model for these types of projects corresponding to Persian characteristics. Research on this subject mostly focus on place selling, place marketing and tourism destination branding and rarely these projects have been considered.Design / Methodology / Approach: Since in Iran, there is not any special model, the Grounded Theory was used for hypothesizing and discovering model aspects. Deep interviews corresponding to grounded theory have been conducted. The interviews consist of scholars, owners and founders, branding and marketing managers, subprojects managers, sales, economic and financial managers, superior consultants, and managers of Tourism Board Organization. Main phenomenon is branding process of mega projects of entertainment, residential, tourism and sport. Besides, causal conditions, context conditions, and intervening conditions are explored, and eventually result of branding for these types of projects is introduced as an intact model.Originality/Value: The primary goal of this research is devising a model for branding these mega projects with respect to the Persian characteristics.