Designing a city Branding Pattern for Entrepreneurship Development (Studied case: Germi)

City brand is an important asset for sustainable urban development and is a distinction between cities. City branding is a phenomenon that cities need it in order to achieve a sustainable competitive advantage in the age of globalization and setting up for entrepreneurship. The main aim of this research is designing a city Branding Pattern for Entrepreneurship Development in the Germi city. The research method is fundamental practical according to the goal and in terms of data collection, it is qualitative conducted through the Grounded theory method. In this research, 21 faculty members of urban management, marketing management, executive management, government and cultural management, municipal managers and people with urban management experience were exposed to a deep interview using purposive and Snowball sampling methods and then the data was analyzed using open, axial and selective coding. The paradigmatic pattern from the causative required, underlying, confounding variables, strategies and brand consequences (Entrepreneurship development, Social capital development, attract and develop investment and tourism, rural development and the reduction of migration) for the city, the research results are considered.