چكيده به لاتين
Today, cities around the world compete for globalization. For this reason, one of the solutions that urban authorities have taken to succeed in the globalization process is urban branding, because many cities, with the implementation of urban branding principles, have been able to make significant breakthroughs in This field. In recent years, urban branding has become popular among theorists and urban managers, and has gradually become the most precious and most valuable asset of a city, because it can not only help cities that have a mental image But they can also create new qualities and values. Thus, by attracting capital, commodities, population, tourism, etc., one of the applications of this theory can be the creative and inner development of cities, so that for historically valuable textures it has become a kind of stimulus to economic and social development. In this way, this Tissues are restored and recreated, and as a result, the identity and character of historic cities are preserved.
According to the above, it seems that one of these textures is the historical texture of the city of Damavand, which, despite having many potential, has not been able to offer its unique qualities and characteristics alongside the great city of Tehran. In the process of urban development, it is somewhat lagging behind other cities and is in some way overwhelming. For this reason, in this research, firstly, the literature of urban branding was studied. Then, according to the suggestions made in using the above theory for Iranian cities, it has been used as a way to recreate the Damavand historical city. By studying more about this theory as well as the historical context of Damavand, it attempts to define the proper brand and provide suitable methods for its implementation in the objectives of this paper. For this purpose, in the first chapter of the study, the generalities of the research included the expression of the problem, the questions, the goals and the specific hypothesis, and then in the second chapter, the theoretical foundations of branding, the relationship between urban branding and urban regeneration and the appropriate methods for brand development for a place or city were presented. This chapter was basic and basic so that in the third season it would be possible to specifically examine the historical city of Damavand in terms of urban branding and recreation, and its results in the fourth chapter were used to formulate a branding program in Damavand. The present study is more explanatory for internal purposes and in fact seeks to understand the conceptual relationships among the phenomena studied. It is also used for external purposes, and it is trying to use the results for similar examples in the future. The method of research in this research is qualitative and quantitative, and for collecting data and information, documentary, field and survey studies including interviews, questionnaires and field observations are used. Different software has been used to analyze data and observations based on the need for research.
Finally, after the studies, it was concluded that in the first step of branding, we need to understand the two categories of attracting tourists and residents in the city in order to find out how the attraction of each of them will affect the city; if this The positive effect of the brand should be to strengthen these factors and, if their impact is negative, in order to undermine them. Then, according to the theoretical foundations of the research as well as the results of the study, it became clear that the assumption that urban brand can play a positive role in the realization of urban regeneration in historical cities. For this reason, according to the studies done in Chapter 3, the Brand of Damavand seems to have natural and mythical features, and the motto Damavand, mythical paradise can best influence the audience and best describes the city. In the end, due to the brand's special features in Damavand, a strategic brand strategy was developed to revitalize the historic city.
