تحليلي بر توان‌هاي بالقوّه برندسازي بندرانزلي، با تأكيد بر مؤلفه‌هاي كالبدي و فضايي، از منظر تصاوير ذهني سهامداران برند مكاني

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

در دو دهه اخير، برندسازي شهري، به عنوان راهبردي كلان جهت مديريت حُسن شهرت شهري و اصلاح تصاوير مكاني، در راستاي نيل به ارتقاء جوانب متنوع رقابت‌پذيري شهري، از سوي مديران و سياست‌گذاران شهري مورد توجه قرار گرفته است. ليكن بنا به دلايل متعدد، اين رويكرد كمتر در مديرت شهرهاي ايران تجلّي يافته است. تحقيق پيش‌رو، در روش توصيفي - تحليلي، همراه با مطالعات كتابخانه‌اي و ميداني، كوششي جهت سنجش ظرفيت‌هاي بالقوه برندسازي شهر بندرانزلي از منظر مخاطبان بيروني برند احتمالي مكاني مي‌باشد. در اثبات فرضيه اصلي و پرسش نخست اين تحقيق، مبتني بر آزمون فريدمن با مقدار آماره X2 محاسبه شده (73/435) و درجه آزادي 4، با 95 درصد اطمينان، نتايج نشان از آن داشت كه ظرفيت‌ها و توان‌هاي بندرانزلي، از منظر تصاوير ذهني مخاطبان بيروني، قابليت مبدل شدن به يك فرايند برندسازي شهري را دارد. در پاسخ به پرسش دوم اين تحقيق نيز، اين نتيجه حاصل شد كه عناصر كالبدي و فضايي بندرانزلي، از منظر ميزان يادآورسازي نام بندرانزلي، در تصاوير ذهني مخاطبان بيروني داراي اثرات همسان نيستند. لذا تأثيرات آن­ها نيز در فرايند برندسازي بندرانزلي يكسان نخواهد بود. پاسخ به پرسش دوم با روش تاپسيس، نشان از آن داشت كه عناصر طبيعي يا مصنوع مرتبط با سواحل دريا و تالاب از مهمترين مؤلفه‌هاي كالبدي و فضايي مي‌باشند كه تصاوير ذهني مخاطبان بالقوّۀ برند بندرانزلي را از نام اين شهر، شكل داده‌اند. همچنين هويت رقابتي برند بندرانزلي منطبق بر سه فعاليت كلان اقتصادي با اولويت‌هاي "بازرگاني و حمل‌ و نقل دريايي"، "گردشگري" و "صيد و صنعت شيلات" است كه امكان رقابت با ساير برندهاي شهري را مي‌يابد.

Introduction In order to develop competitive position and achieve competitive advantage between cities, the brand approach and branding of the city are activities that are highly regarded by urban economic policymakers, and many developed cities in today's world are making progress in attracting capital, elites and tourism. They owe their brand to their desirable and sustainable brand. An approach that is less relevant in Iran and it seems that only unstable, negative, insecure, and devoid of economic potential remains in the minds of people inside and outside Iran's cities. According to the above, in this research, we try to feasibility and expand this approach on the basis of traits and economic, social, cultural and physical characteristics of the city of Bandar Anzali. The main question in this research is as follows. In this regard, two hypotheses are discussed and tested in this study: 1) It seems that the capacities and abilities of Northern Iranian cities (Bandar Anzali), in terms of mental images of the external audience, are capable of becoming a branding process. 2) It seems that all dimensions of physical components in northern cities of Iran do not have the same effect on branding of the city. Methodology According to the research objectives and the components studied, the type of applied research and research method is descriptive-analytical. In general, the basic information required in this research has been gathered using documentation (library method) and field and survey operations. In the field method, we have used a questionnaire technique in different regions for objective observation and for measuring the mental images of the audience and the foreign shareholders of the urban brand. After collecting data and data for organizing the information, extracts of the results of the questionnaire were used with SPSS and Excel software. At the same time, autocad and GIS software were used for illustrative illustration and mapping. Friedman test was used to assess the main question of this research. Results and Discussion In order to analyze and test the first hypothesis, 39 questions were designed based on the Likert spectrum in order to measure the capacity and ability to branding in Bandar Anzali. These questions can also be used to provide different strategies for creating a favorable urban brand. In designing these questions, it has been attempted to answer questions in relative compliance with the urban sixth branding index. The main question of this research was, in general, about the richness of potentials and potentials and potentials of Brandenzi branding. Therefore, if we consider the dual answers to the first hypothesis as two assumptions H0, H1. H1: Capabilities and abilities of Northern Iranian cities (Bandar Anzali), in terms of mental images of external audiences, are capable of becoming a branding process. H0: Reject the above response. For the statistical analysis and the above-mentioned test, in the framework of Friedman's test, 39 questions were selected in the position of a hypothesis that corresponds to the answers of the Likert scale. Since the value of the calculated X2 statistic (75.425) is greater than the value in the table given the degree of freedom 4, with 95% confidence, the zero hypothesis can be ruled out. By accepting the hypothesis of the researcher, the city of Antarctica can be greatly and potentially significant in to become an ideal brand on the national level. In the test of the second hypothesis of this research, we have come to the conclusion that natural and artificial elements, artifacts and natural, do not have the same reminder value and therefore can not play an equal role in the branding process of Anzali. Regarding the physical and aesthetic elements of the city of Anzali, in terms of reminders in the minds of external audiences, it shows that components such as: "Coast Guard and Guards", "Anzali Wetland Tours" and "Anzali Blvd Park" with the highest average scores , Were considered as the most important components of Anzali brand reminder. In other words, by hearing the name of Anzali, the role of these components in the formation of mental images of the audience has been remarkable. In other words, analyzes indicate that the name of the Antarctica in the minds of the audience is generally associated with two natural phenomena in the sea and the lagoon, and therefore the spaces associated with these two phenomena are more reminded. Also, on the main competitive identity of Anzali, the audience is also referred to by three macroeconomic structures. The priority of these three competitive identity structures is commercial identity and maritime transport, tourism (in accordance with the natural capacities of the sea and the lagoon) and, ultimately, fishing and fishing industry. Conclusion • The obligation to provide an action plan that specializes in the feasibility and sustainable creation of a brand-name brand. • Attention to internal branding capacity of the first branding components (events, characters, activities and urban life) in Bandar-Anzali with a view to national and even global needs; • Conducting numerous festivals, especially in mass tourism seasons, to introduce cultural and artistic features, local produce, tourism opportunities and the positive moral characteristics of local people; • Restoration and improvement of the activity and use of these buildings, especially in the provision of tourism services. • Striving to preserve the architectural style of the buildings and spaces of the Antarctic, even in the view of the buildings, in order to follow the creation of the Bandar Anzali brand as a symbol of the architecture of Pahlavi I; • Attention to Brandshahr's two-way relationship and the free zone brand in advertising and illustration projects from Anzali Free Trade-Industrial Zone, Provide incentives and regulations to encourage domestic and foreign investors to build souvenir buildings. • Development of a comprehensive and integrated advertising and media illustration program from Bandar Anzali; • The slogan of the Antarctic and its crystallization in all elements of the media illustrator. According to the results of the questionnaires, three slogans or the following slogan are recommended for the branding of Bandar Anzali by the author. These three slogans or titles are: 1) the European gateway, 2) the city of water lilies, 3) strong white nest; • Creating branding brands from Antarctica in the framework of the slogans and the above titles. This should be done with a public call for all activists and artists in this section, as well as confirmation by the public poll.