Analysis of the Factors Influencing Urban Branding (Case Study: Amol city)

Introduction: In city branding, what is important is the image of the city in question. What the city is famous for. In city branding, one should maneuver on the specific parameters of that city that can distinguish that city from other similar cities. This work cannot be done in the short term and long-term planning should be done for it. Urban branding approaches have been different in recent years. In the beginning, the emphasis of experts was more on the climatic and geographical features of the city and the prominent business and industries of that city, while in recent years, the role of culture and cultural factors as well as virgin innovations have been more and more noticed in the branding of the city. This main motivation of place branding is to design an attractive image for the city by using spatial and non-spatial features to provide added value in the competition between cities for this purpose of urban design and architecture. Considering the lack of a suitable and clear image of Amol Vity, the main goal of this research is to present the branding model of Amol City with an emphasis on the urban image. Presenting the branding model of Amol City with an emphasis on the urban image. In order to brand Amol City, this research tries to root and explain the mental image of residents and tourists and the potential of Amol city, and after analyzing the key concepts, using foresight, formulate practical guidelines for a possible future.
Methodology: This study, using a descriptive-analytical approach and a combination of quantitative and qualitative methods, identifies the mental image of citizens and the capabilities of the city of Amol. Through questionnaires, documentary studies, and analysis using MICMAC software, it examines the factors influencing urban branding in Amol.
Results: This study aims to develop a branding model for the city of Amol with an emphasis on the mental image held by residents and tourists. Employing a descriptive-analytical approach and a mixed-methods design combining quantitative and qualitative techniques, the research identifies and analyzes the key factors influencing urban branding. To explore the interrelationships among these factors, foresight methods and the MICMAC software was utilized. A total of 23 main factors related to city branding - including human resource management, infrastructure, services, investment, and tourism— were identified.These factors were arranged in a matrix with identical rows and columns, and the direct influence of each factor on the others was scored between zero and three by 20 experts from relevant fields.To reach consensus, a specialized expert panel completed and refined the decision matrix.The MICMAC analysis produced a coordinate map, with the X-axis representing “dependence” and the Y-axis representing “influence” of each factor. The coordinate plane was divided into four quadrants, allowing for the identification of key driving factors based on their high influence and low dependence. Factors located in this quadrant were recognized as key drivers of the city’s branding process.According to the analysis, the main driving factors are:Human resource management, research and development in science and technology, financial resources, transportation infrastructure, urban service distribution, and tourism attractions.Furthermore, based on expert scoring and the CODAS method, tourists were identified as the primary target group for branding efforts. Amol, characterized by its pristine natural environment, adequate access to services, rich local culture, and favorable social security, enjoys high attractiveness for tourists.The findings demonstrate that a positive mental image of the destination, combined with natural and functional capacities of the city, plays a critical role in enhancing its urban brand. Neglecting these potentials could weaken the city’s competitive position among other destinations.
Conclusion: In this regard, and based on the current situation of the city of Amol, recommendations have been proposed to preserve and enhance the quality of the city's existing potentials and to attract investors, grounded in the results of citizen surveys and data analysis. These recommendations have been formulated as practical strategies across various domains, with the aim of branding the city of Amol and sustainably improving its capacities.