An Analysis of the Potential Abilities of Branding of Bandranzli, with an Emphasis on the Physical and Spatial Components, from the perspective of the mental images of the local stockholders of the brand locator
Subject Areas : Urban and Regional Planning Studies
Arian
Minaei
1
(Professor of Urban Planning, Science and Research Branch of Tehran, Islamic Azad University, Tehran, Iran)
Hamid
majedi
2
(Associate Professor of Urban Planning, Science and Research Branch of Tehran, Islamic Azad University, Tehran, Iran)
ZahraSadat
ZarAbadi
3
(Ph.D. Student of Urban Planning, Science and Research Branch of Tehran, Islamic Azad University, Tehran, Iran)
Keywords: Urban Planning, branding, Bandar-e-Anzali, Urban Marketing,
Abstract :
The leading research in the descriptive-analytical method, along with library and field studies, is an attempt to measure the potential capacity of branding of Bandar Anzali from the perspective of an external audience of a potential spot brand. In support of the first hypothesis of this study, based on the Friedman test with the calculated X2 statistic (73.435), and with a degree of freedom, 4, with 95% confidence, we concluded that the capacities and capabilities of the Antarctic, from the perspective of the mental images of the external audience, Becoming a branding city process. In the second hypothesis of this study, we also concluded that the elemental and spatial elements of Antarctica, in terms of the reminder of the name of Antarctica, do not have the same effects in the mental images of the external audience. Therefore, their effects will not be the same in the process of branding. Testing the second hypothesis by the topsis method has shown that natural elements or artifacts associated with seas and lagoons are the most important physical and spatial components that shaped the imagery of the potential audience of the Bandar Anzali brand from the city's name. Also, the competitive identity of an Anbar brand is consistent with three macroeconomic activities with the priorities of "Commercial and Maritime Transportation", "Tourism" and "Fishing and Fishing Industries" to compete with other urban brands.
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