Determining landscape branding indicators at two levels of dimensions and components

Landscape, despite affecting the image and identity of the city, has no place in branding research. Research on landscape branding depends on identifying the factors that affect it. The purpose of this study is to determine the indicators of landscape branding. In order to achieve this goal, a combination of qualitative and quantitative research methods has been used. In-depth review of previous studies to identify and classify the dimensions of landscape branding, forming an expert panel, compiling a questionnaire and screening components using results from fuzzy Delphi and the nonparametric Friedman test are the main steps of the present study. The problems caused by the lack of consensus on the main indicators of place branding are doubled in the field of landscape branding. Therefore, the first stage was dedicated to identifying and categorizing the components of landscape branding by applying the method of written content analysis. The findings of this stage identified 8 dimensions and 41 components. The components were then screened through fuzzy Delphi. According to experts, 8 dimensions (physical, cultural, political, economic, social, historical, environmental and media dimensions) were approved as dimensions of landscape branding, but the number of components was reduced to 26. Finally, the Friedman test calculations had an acceptable overlap with the Delphi results and confirmed the screening of the components. Interpretation of the findings also identified the physical dimension as the most important dimension of the process.