City Branding of Casablanca in Morocco

Abstract

The phenomenon of city branding has become global. City branding is the creation of a brand for places to improve its attractiveness. The goal of this research is to study the city branding theory based on Casablanca branding experience. The idea is to start with a review of literature of city branding and its role in place and to analyze the new city brand of Casablanca in Morocco. The objective is to determine the conditions of success of a city brand and to make recommendations to the managers of Casablanca to improve the image of the city of Casablanca.