چكيده لاتين :
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.
