نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
Introduction
The city is conceptualized as a living entity, serving as the safest habitat for humans, with its characteristics and attributes understood through human perception. This perception fosters various emotional connections between individuals and the places they inhabit or visit. In contemporary society, dominated by images and perceptions, visual and auditory impressions convey significant messages to audiences. Urban branding emerges as a strategic approach to enhance the recognition of a city’s architectural richness and to promote its history, spatial quality, culture, and lifestyle.
This concept plays a crucial role in developing urban policies and strategies, simultaneously pursuing economic growth and acting as a channel for the city’s identity. Each city in Iran possesses a unique reputation shaped by its specific capacities, facilities, and potentials, distinguishing it from others. This distinction often arises from prominent architectural elements and landmarks within the urban environment. Cities lacking distinctive features strive to redefine their identity through architectural revitalization.
This study aims to investigate and compare the primary architectural components that influence urban branding in the cities of Yazd and Rasht. Such an examination is deemed essential within the fields of architecture and urban planning. The research intends to assess the impact of architectural elements on urban branding, focusing on Yazd and Rasht as case studies that differ in climate, culture, and scale. Additionally, the study seeks to answer the question of how architectural components affect the branding of these two cities.
Materials and Methods
In this study, the researcher aims to collect, analyze, and interpret data obtained through observation and interviews. To achieve this, both deductive and inductive approaches are utilized. Given the research questions and objectives, it was necessary to examine the theoretical model and its criteria. The portion of the research that relies on prior assumptions regarding urban branding employs a deductive approach. Conversely, the inductive reasoning in the study is evident in the observational section, which examines criteria directly from case samples, independent of previous studies. This approach aligns with the interpretivist paradigm and qualitative description.
The research method is applied in a practical context and is based on qualitative content analysis. The researcher seeks to answer the question of how architectural components influence the branding of the cities of Yazd and Rasht. To facilitate this, a five-item Likert scale questionnaire was designed to compare the impact of architectural elements on branding between the two cities. Additionally, a simple random sampling method was employed to select the samples.
Findings
The reliability of the questionnaire developed in the study was assessed using Cronbach’s alpha, calculated through the SPSS software, which also served as the data analysis tool. The obtained Cronbach’s alpha value exceeded 0.70, indicating that the reliability of the questionnaires is confirmed.
In light of the urban branding strategy and the positioning of architectural components influencing urban branding, the study examined each defined sub-component in the two sample cities, Yazd and Rasht. The results from the questionnaire were analyzed using SPSS.
The findings reveal significant differences between the architectural components affecting branding in Yazd and Rasht, particularly concerning elements such as color, urban facade, historical texture, urban imagery, materials, location, and socio-cultural phenomena. However, no significant differences were observed between the two cities’ climate and urban policy components.
Conclusion
Urban branding has emerged as a global trend actively pursued by governments, with cities worldwide striving to enhance their identity and image. This enhancement is predicated on the assumption that individuals already possess preconceived notions about a city. The mental image of a city is shaped through perceptual processing and the imagery that individuals associate with it, indicating that people have pre-formed images of their favorite cities. Urban branding not only aids in establishing urban identities but also inspires new innovations.
Consequently, older cities with distinct cultural heritages and recognizable architectural features tend to be more popular than those lacking such characteristics. Cities that do not possess unique features are attempting to improve their global standing by reconstructing their architecture and creating new identities. A unique urban brand signifies the presence of one or more symbols that can imbue urban spaces with new meaning and identity.
Research indicates that the historical urban fabric in Yazd is recognized as a primary influencing factor, while in Rasht, the historical urban fabric and cityscape hold significant importance, albeit the impact of these factors is more pronounced in Yazd than in Rasht. This study also analyzes other components such as materials, climate, color, location, and socio-cultural phenomena, concluding that the socio-cultural component has a more substantial influence in Rasht compared to Yazd. This disparity highlights how climatic, cultural, and scale differences between the two cities affect the impact of architectural elements on urban branding.
A comprehensive examination of the architectural micro-components influencing urban branding in Yazd and Rasht reveals that all these elements play a role in the urban branding process of both cities through architecture, though the degree of influence varies. This underscores the complexity of urban branding as a strategic process that integrates various factors to foster a city’s unique identity and enhance its competitive advantage in a globalized context.
کلیدواژهها English
