Review and Explaining the Strategic Model of Realization of Islamic-Iranian City Brand in Iran's Urban Planning System

Document Type : Research Paper

Authors

1 Master of Regional Planning, Department of Urban Planning, Faculty of Art and Architecture, Guilan University, Rasht, Iran

2 Ph.D. in Urban Planning, Faculty of Art and Architecture, Islamic Azad University, Science and Research, Tehran, Iran

Abstract

Due to reasons such as lack of correct transfer of theoretical foundations and experiences, as well as lack of a strategic model of urban branding in accordance with the structure, nature and content of Iranian cities, urban branding approach has received less attention in the grand strategies of city managers in our country. The upcoming research is written with a descriptive and analytical method and gathered with practical goals by studying documents, library sources and other experts researches based on this very subject and all previous experiences about urban brands as well as exploring the content and various identity components of Iranian cities. This research tries to explain the effective components in the branding capacities of Islamic cities and then also explains the structure of the strategic model of Islamic-Iranian city branding. The results of these studies showed that the branding approach of the Islamic-Iranian city is a practical process and not a mental solution process. In other words, urban branding and consequently Islamic-Iranian city branding includes a cycle of "planning", "implementation", "evaluation" and "correction" stages and has the context of a strategic and collaborative paradigm, the process of its realization in four intervals like, the brand birth, brand maturity, the influence of the brand and the stabilization of the brand of Islamic-Iranian city are possible. Recently, there has been a gradual paradigm shift of statesmen, managers, planners and urban agents from positivist and comprehensive models to structural and strategic models within Iran's urban planning system. Structural-strategic plans, urban development strategy (CDS), urban regeneration, etc. are examples of this paradigm shift in Iran's modern urban development. The strategic model of Islamic-Iranian city branding is a macro process that includes levels of planning, implementation and promotion, evaluation and correction processes in its content . Therefore, it is a wrong idea to think that the description of the stages and the planning details of the Islamic-Iranian city brand is the only strategy this model is all about. This research also proves that the process of planning and developing the program is not the only part of this process. This is a process that is explained in the strategic planning paradigm with a participatory approach, so the planning process in this process will be possible under the theory and methods of strategic planning. The macro levels of the program derived from this theory include two main levels. The first level includes decisions and macro decision-making and suggests structures and strategies. The result of this level in detail expresses all kinds of visions, goals, principles, strategies and policies. The contents of this level cannot be implemented by themselves, therefore, action and implementation plans are proposed at the second level, which will evoke a link between thinking and action. Finally, the proposed model of Islamic-Iranian city branding in the context of strategic and collaborative paradigms can be a manifestation of the city's future development path, including the perspectives, strategies, policies and types of actions required by the Islamic-Iranian city.

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References

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Urban Strategic Thought
Volume 1, Issue 2
September 2023
Pages 82-99

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