Introduction 
In the last century, cities have attracted large populations worldwide, with predictions indicating that by 2030, over 44% of the global population will reside in urban and suburban areas. Despite cities occupying only 5% of the Earth’s surface, they house more than 50% of the world’s population, growing at an annual rate of over 20 million people. This rapid urban expansion has led to various economic, social, and environmental challenges, while urban development management systems have often failed to address these issues effectively. Scientific research on city branding is relatively new, with a history of less than 30 years. The concept of city branding emerged in the 19th century to commercialize urban areas and has evolved into a modern and complex idea encompassing marketing, architecture, urban planning, and tourism. Globally, the number of tourists and their expenditures in provinces continue to rise. However, attracting tourists to urban destinations remains a critical focus for governments and urban authorities, drawing researchers to explore the unique role of urban branding as an innovation for tourism development and enhancement. Branding is a marketing strategy for cities to improve communications and create a positive image to attract visitors and investors. Urban branding is a vital activity managed by governments, emphasizing the creation, maintenance, and alteration of perceptions or behaviors towards a specific place to distinguish cities and locations from one another and add value. Philip Kotler, a founding figure of modern marketing, defines a brand as a name, phrase, sign, symbol, design, or a combination thereof. He highlights the importance of place marketing, positioning urban marketing as a tool to improve and advance city competitiveness. Paddison also explores urban marketing goals and dimensions. In recent decades, cities have sought new approaches for advancement, competing for investors, tourists, residents, and the workforce. Governments prioritize urban marketing initiatives in this competitive environment to enhance city value, attract visitors and tourists, and improve competitiveness and productivity. Urban marketing and branding are tools for recognizing competitive advantages and promoting history, quality of life, and culture. Urban branding is an effective tool for city development, emphasizing unique city features and benefits, aiding in their success and technological transfer. It is closely linked to entrepreneurship and urban management marketing with a competitive approach to urban sponsorship. Consequently, cities and local governments’ serious attention and efforts towards accelerating urban marketing and branding processes are facilitated. This study aims to investigate the impact of city brand positioning on Kermanshah as a major city in Iran and to identify the key variables that influence its image and branding efforts.
Materials and Methods
This study aimed to investigate the impact of city brand positioning on Kermanshah, a major city in Iran. A sample of 384 individuals, including both citizens and non-citizens who have seen or formed an image of Kermanshah based on media content, was selected using a simple random sampling method. A questionnaire with a reliability coefficient of 0.723 was used to measure the research variables. The study is applied in nature, utilizing a descriptive-exploratory survey for data collection and a correlation analysis approach for data analysis. The data were analyzed using AMOS and SPSS version 21 software. The research was conducted in several phases. First, the target population was defined and the sample was selected. The questionnaire was then designed and distributed to gather data on the perceptions and images of Kermanshah. The collected data were subjected to rigorous statistical analysis to identify the key factors influencing the city’s brand and image.
Findings
The structural equation modeling results indicated that for creating the brand of Kermanshah, the following variables directly impact the evaluation of the city’s image in the following order of rank and priority: geographical/physical features, economic/political characteristics, urban services, cultural/historical features, architecture and urban planning, transportation, communications and traffic, mythical image, education and university, city culture, environment, city economy, business environment, cultural heritage, history and religion, and lastly, social issues. Geographic and physical features had the highest impact on desirable city visualization with an 89% influence. The analysis revealed that geographic and physical features are the most significant factors in shaping the city’s brand. Economic and political characteristics also play a crucial role, followed by urban services, cultural and historical features, and architecture and urban planning. These findings highlight the multifaceted nature of urban branding and the need for a comprehensive approach that addresses various aspects of the city’s identity and perception.
Conclusion
Urban branding is a multidimensional approach integrating various fields such as marketing, public policy, diplomacy, tourism, economic development, and international relations. The study on Kermanshah highlights the significance of geographic and physical features in shaping the city’s image, which is crucial for urban branding efforts. Urban branding strategies must consider these influential components to enhance Kermanshah’s appeal as a tourist destination and foster overall urban development. By focusing on these variables, urban authorities and policymakers can create a compelling brand that not only attracts tourists but also encourages investment and improves the quality of life for residents. In summary, urban branding is not merely about superficial beautification but involves a deep understanding of a city’s essence and unique qualities. Effective branding will involve leveraging its geographic and physical features, along with its cultural and historical heritage, to create a positive and appealing image. This approach will help the city stand out in a competitive environment and achieve sustainable growth and development. Furthermore, the study underscores the importance of integrating various elements of city management and urban planning to build a cohesive and attractive brand that resonates with both residents and visitors. Urban branding, therefore, is a strategic tool that can significantly influence the development of economic, social, and cultural attributions of the city. The city can enhance its competitiveness and position as a desirable destination for tourism, investment, and living by highlighting its unique attributes and strengths. The findings of this study provide valuable insights for urban planners, marketers, and policymakers aiming to develop and implement effective branding strategies for Kermanshah and other similar urban centers.