Analysis factors in the formation of effective branding of the city, Case Study: Ahvaz

Analysis factors in the formation of effective branding of the city Case Study: Ahvaz Abstract Today, city branding as a valuable tool for cities to effectively manage internal and external opportunities and turn them into a competitive advantage. Branding for Ahvaz city has all the characteristics of religious, holy, heritage, architecture, economics, agriculture and many other areas, is neglected. Because it has a high potential for ubiquity in city branding and creating unique brand to benefit from the advantages of urban branding but it still does not have its proper place in this issue and the brand identity is lost to this city. This study aimed to analyze the factors affecting the formation of the image of Ahvaz city to create effective branding in this city. The research methodology is descriptive – analytic. Data and information were collected by library and survey methods. In a survey questionnaire has been used and the opinions of 40 experts and specialists in the field of urban planning and urban brand is used. For data analysis Neural network multiple perpestron and Discriminant analysis model has been used. The results showed that: the current symbol in Ahvaz based on cultural foundations formed. This shows the dominance of components of the language, customs and traditions of the region in introducing the city to its surrounding areas. Second, the economy tends to reveal the future of urban brand. So should the economic signs consider as the future brand of the city. It would also need to plan and support programs in this field.