Redefinition the dimensions and branding strategies of shopping centers with emphasis on urban identity (case study: historical bazaar, Laleh Park and Tabriz World Trade Tower)

Identity is one of the basic components in branding. One of the strategies of urban management in order to progress in the global competitive market is to recognize the dimensions and strategies while paying attention to urban identity in order to achieve sustainable urban branding for cities. The purpose of this study is to identify the dimensions and design strategies of commercial centers in urban branding. This research has a descriptive-analytical strategy and is of applied type; Which first examines the indicators of urban branding in the metropolis of Tabriz with emphasis on shopping centers to answer the first two questions. In this study, first the components of urban branding with emphasis on the commercial aspect were analyzed and then case studies (Tabriz Bazaar, Laleh Park and World Trade Center) were investigated. In this study, data collection was done through the distribution of questionnaires and library studies. For this purpose, this survey has been conducted to identify and brand commercial places in Tabriz with a survey of experts and city managers and the technique of distributing Likert scale questionnaires among 30 people, and has been analyzed to answer the third question of the research. In the findings section, the historical market of Tabriz has the most capabilities in commercial branding and has weaknesses in the field of non-resistance to natural disasters. The results of field research and statistical analysis on branding of shopping centers in Tabriz are as follows: