Urban Branding for the Realization of the Creative City; Providing a Fundamental Data Theory (Case Study Urmia City)
The Famous cities are constantly trying to establish themselves as one of the new ideas for consolidating their place. One of these ideas is a creative city. By joining the Creative Cities Network, Cities are seeking to increase their economic power and have worked to develop policies and strategies to achieve this growth, one of which is urban branding, because the main urban branding role is to contribute to the city's economic growth. The purpose of the present research is to present a model of urban branding to realize the concept of a creative city using data base theory and emphasizing Urmia city. The purpose of the present research is to present a model of urban branding to realize the concept of a creative city using the data base theory and emphasizing Urmia. The method of data collection is a profound semi-structured interview with experts. The statistical society includes senior managers of the municipality, faculty members of the arts and urban group, city councils, and so on. Sampling was used for purposeful sampling and chain reference technique. Theoretical saturation up to the 16th was somewhat formed, but the research process continued until the 21st century. The coding method was used to interpret the data. The results of selective coding, the causal conditions, the ground conditions and the intervening conditions, affect the urban branding phenomenon. One of the most important prerequisites for branding is joining a creative network of cities. By joining this network, the ground for creativity is provided among all segments of society, and in some way the atmosphere or atmosphere of creativity is governed by society. Such a community is appealing to creative human capital, thus raising social capital in such a society. With the rise of social capital, political and economic and physical areas are also being fostered, and a ground for comprehensive development is provided. Since branding is not an end in itself and targets such as economic sustainability, credit enhancement, urban image, city image improvement, etc., and also pointing out that the idea of ​​a creative city attempts to qualify the image of a city For citizens, it can be enhanced, we can take the position of a creative city and achieve economic sustainability with the ultimate goal of urban branding. The implications of this template also confirm this.
Article Type:
Research/Original Article
Journal of Community Development, Volume:10 Issue: 1, 2018
115 - 136
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