Recognizing the Bedrock Dimensions of Karun River Project as an Effective Brand of Ahvaz Metropolis

Due to the globalization of the economy and the fluidity of capital, the competitiveness of metropolises is one of the most important vital strategies. In this regard, branding based on the environmental capabilities, including the optimal use of the geographical foundation of urban rivers, for example, the cities of London and Paris, are among the fundamental strategies to achieve this importance. But the problem of this research was that Ahvaz metropolis has not been able to use Karun River as an influential brand to attract customers, tourists, investors, global companies and to obtain target markets - according to its capabilities, which logically the roots should be considered to investigate the subject. Therefore, the present study followed an exploratory approach and used a descriptive-analytical method based on library and documentary studies. Also, the qualitative method of data theory (grounded theory) and content analysis has been used. The research tool was MAXQDA software. According to the findings, which were done in combination with presenting some suggestions, the background and intervention conditions were not suitable. Therefore, to achieve the Karun River as an influential brand of Ahvaz metropolis and its benefits, there is a need for four strategies, including necessary and immediate measures, urban planning and architecture measures, social and cultural measures, and measures specific to the Karun waterway