جستجوی مقالات مرتبط با کلیدواژه « برندسازی » در نشریات گروه « هنر و معماری »

Despite the fact that the new city of Sahand has high a potential for an all-around presence in the field of urban branding and creating a unique brand to benefit from the advantages of urban branding, it has not yet found its proper place in this field. The current research aims to identify and prioritize factors affecting the city brand of Sahand. This study is practical in terms of targeting and descriptive-analytical in terms of methodology. In the process of data preparation and production, first, the explanatory components of the city brand were identified using the opinions of 30 professors and experts from the relevant organizations through the Delphi method. To analyze the information of 18 factors as strong influencing factors on the brand of Sahand city, ISM interpretive-structural modeling and Mic Mac software were used. The results of the research showed that mass media and physical and environmental indicators are among the most influential components of the urban brand and indicators of favorable reputation, sense of pride in the city, sense of belonging, attractiveness of the city, tourism facilities, migration, and participation are among the most susceptible factors. Moreover, the results obtained from Mic Mac show that the influential indicators are part of the key variables, which have high influence power, low dependence, and the greatest impact on the development of a city brand in Sahand city, and other indicators are part of the linked variables that have high influence and dependence. Therefore, taking the necessary measures requires the serious attention of urban and regional managers and planners.

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.

Nowadays, cities and metropolises are becoming major players in geographical areas instead of countries. The cities compete seriously to show and differentiate themselves as the best choice for prospective tourists, investors, students and businessmen as well as talented people. In today's increasingly competitive world, brands are considered the most valuable assets, and managers and officials in various cities and organizations use their brand popularity index as a factor for success. In this regard, one of the key and initial steps to create a brand for each city is to evaluate the image of the existing city and the factors affecting it. In this step, important dimensions and factors affecting the urban image must be identified and evaluated. It should be noted that in the process of urban branding and recognizing the dimensions of the urban image, the competitive advantage of the city should be considered. Given that, in this research, with a future research approach, the most important drivers of Tabriz Metropolis branding have been identified and possible scenarios have been developed. Based on the results of Mic Mac Software analysis, out of 31 primary factors, 10 factors were identified as key effective drivers. Also, based on the quantitative analysis of Scenario wizard Software, 3 strong scenarios, 16 plausible scenarios and 250 weak scenarios were obtained. Among these three groups of scenarios, the highest validity was related to the first group scenarios, namely the golden scenarios.

Branding of commercial complexes is considered as a factor contributing to economic prosperity in cities, attracting tourists, and improving environmental qualities. The design and construction of commercial complexes are among the key factors in branding these centers. The form and facade of buildings and their decorations and details are among the visible and tangible features of buildings that, in addition to their features and functions, can be used as a potential to attract audiences. Commercial complexes in the 2010s in major cities, especially Tehran, have grown and expanded significantly. Their branding can play an important role in the economic prosperity of Tehran, and in building up a good reputation for this city.

This study attempts to identify the role of the form and facade of commercial complexes in branding these centers. This study also seeks to find out how the role of form and facade of commercial complexes in Tehran changes, and determine the degree of its compatibility with the global approach towards this issue.

The method of the present qualitative research is descriptive and analytical. In terms of purpose, it is an applied study, and the data was collected through the bibliographic method and field studies.

The results of this study show that the improvement of the visual quality of buildings being in a favorable connection with the context, in addition to the increasing attractiveness, the establishment of unique and symbolic projects, the interaction with the city, and the display of culture and history, are among the physical branding strategies that are reflected in the design of the form and exterior of commercial complexes. The facades and decorations used in commercial complexes represent the use of modern technology and a medium for conveying the intended messages by the brand owners. The results also show that before the 2010s, the strategies for attracting visitors to commercial complexes were more of pretenses of being up-to-date, while in the 2010s, the roles of design and construction in branding of Tehran’s commercial complexes are almost synchronous with the world, and the design of commercial complexes with distinctive shells and decorations has grown.

Creating a clear purposeful image of a city in the minds of its stakeholders –especially its residents- could attract more investors, tourists and immigrants. Urban management has received a remarkable attention in recent years. One of the most interesting topics in urban management is the concept of identity and especially image. As well as organizations and persons we can depict images for cities and one of the important factors in effective city management is managing the city’s image. In the other side of the coin, City’s image exhibits his identity, history and above all his attractiveness. Urban managers need to have as much knowledge as possible on all factors that affect the city image, in order to make better daily decisions and develop integrated city plans. The aim of this research is to investigate key factors affecting the formation of the internal image of a city from the perspective of its citizens, and the case of our study is Tehran. Pursuing such an objective, a list of factors was extracted from a comprehensive literature review. Following an explanatory method, 12 hypotheses about the relationship between each one of factors and “the formation of internal image of Tehran” were developed. A questionnaire was designed and used in a field survey. This questionnaire was distributed using a cluster-sampling method. The questionnaire the two sections of demographic information and dimensions affecting the formation of the internal image of Tehran. The reliability of the questionnaire was calculated via Cronbach's alpha as. 842. The content validity of questionnaire was studied through interview with a group of selected expert. Moreover, it was assumed that since the instrument variables were extracted from original resources, its content validity could be satisfactory. The construct validity of the questionnaire was calculated using factor analysis technique. In order to analyze the research data, descriptive statistics, exploratory factor analysis, average test, confirmatory factor analysis and structural equation modeling (SEM) were used. In this research twelve aspects have been identified and also their status and degree of impact on the formation of the internal city image of Tehran were studied. Findings of the research indicate that among the citizens of Tehran the status of of social issues, university and education, business and innovation culture, environment, transportation, communication and traffic infrastructures, economics and commerce, self-awareness of citizens, and range of services are unsatisfactory and in case of other aspects (international status of the city, architectural and urban attraction, preservation of historical monuments) the status is satisfactory. Also structural equation modeling shows that priority of “formation of Tehran internal city image” model components are respectively four factors of: “economics and commerce”, “range of services”, “international status of the city” and “transportation, communication and traffic infrastructures”. We do believe that the effective application of these factors help city managers and mayors to makes better decisions to enhance citizen and residences life satisfaction.

Today, the brand creation or branding, which is the so-called industrial identification, is one of the most common industrial terms under various researching. This word is associated with the creation of an emotional bond with stakeholders. Brand is defined as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. This concept has been changed significantly throughout the history under the light of industrial paradigms like most of definition related to the industry. At the beginning of 20th century, it was limited to create a uniform visual identity for a corporation, whereas in the new millennium it tries to create a culture for stakeholders of companies. Researchers believe that a brand can best be described as the sum of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness of individuals and of the public. Based on the subject-analysis method, two principal branding evolutions (paradigms) are introduced making use of study its evolutional process during the last century. Each of these paradigms creates specific features of a brand. Tangible features of a brand are the remnants of modernism era, and the intangible features are chiefly proposed in the context of post-modernism. Based on this attitude, in the time of modernism the duty of brand managers was to design for a culture; reversely this duty has been transformed during the post-modern period to indicate the designing of a culture. While modernist approach dealt with image making, the post-modernist tendency is derived toward the creation of an identity for the corporations. In collaboration with the emergence of each new paradigm in the field of brand designing, there are relevantly novel roles introduced for those who are involved with brands in any conduct. Designers, among others, have an exclusively significant role in this regard, for whom certain roles of manipulation are presently assumable; designing corporate visual identity, communication design, service design and culture design. These four topics are namely the areas of touch in the present article, in regard with which a clear perspective of the new disciplines’ birth related to brands, and subsequently the designers’ role in branding is set forward. The Iranian artistic and industrial communities have less attended this subject due to the less applied studies in this filed in Iran. In the third millennium, the responsibility and role of designers in the brand designing are well much more extensive and different which is demonstrated in this research and a suitable and scientific solution is represented for branding in Iran. By making use of investigating the history of branding in the Iranian traditional society, a novelty model of branding, which is the so-called diligent pattern, based on Islamic as well as Iranian culture is presented. This sample changes the concept of branding borrowed from the western culture to the sustainable value obtained from the native culture.