City branding and the way it is perceived in people’s mind, a case study of milad tower in Iran

Abstract

In today’s world city branding is one of the important instrument in order to receive the city to high economic situation. Historically, city branding has started with establishing the first city by human, where people wanted to use some structure to show their power to their enemies. Cities today are in challenge together to attract tourism and creative class in order to promote economic finance and their World-renowned and global credit; so that the concepts of brand strategy for cities are increasingly considered from the commercial world and used as a process in pursuit of urban development, regeneration and quality of life. Place branding is the management of place image through strategic innovation and coordinated economic, commercial, social, cultural, and government policy. In this paper the term City Branding is been explained and it is investigated that whether the Milad tower in Tehran metropolis is a brand in observer’s mind or not.