Evaluation of branding techniques in image formation of Bushehr city with emphasis on three groups of tourists, citizens and urban experts

In the age of globalization and competition for cities to attract citizens, investors and tourists, the importance of the image of the city and how it was perceived was emphasized. In this era, branding is a great opportunity for cities to focus on the concept of image of the city and use different tools to promote it and attract different audiences in order to economic and social goals. The purpose of this study was to assess the perception of audiences (experts, citizens and tourists) of Bushehr and to evaluate different branding tools in its formation. In this study, first, by qualitative approach and analyzing research literature, identified different components and techniques in branding and then by field study and questionnaire using compare means one-way ANOVA in SPSS software, elements of mental image formation of Bushehr city and differences between groups have been studied. Based on the research literature, the four axes of physical structure, socio-cultural characteristics, facilities and infrastructure, and advertising of branding tools are introduced. The results show that cultural and social indicators (3.25), facilities and infrastructure (3.14) had the highest impact on the individuals mind, and physical structure (2.94) and media advertising (2.03) had the least impact, there was also a significant difference between the three groups of tourists, citizens and experts. Considering the results of this study to enhance the image of Bushehr city from exterior (tourists) and interior (citizens and others) using physical intervention tools to improve the physical space of the city including urban design and landscape along with the use of advertising and Media is essential.