Explaining the theoretical model of place branding: an asset-based approach to regeneration of the historic district of Tehran

Mohammad Reza Yazdan Panah Shahabadi (), Hassan Sajadzadeh () and Mojtaba Rafieian ()
Additional contact information
Mohammad Reza Yazdan Panah Shahabadi: Bu-Ali Sina University
Hassan Sajadzadeh: Bu-Ali Sina University
Mojtaba Rafieian: Tarbiat Modares University

Journal of Brand Management, 2020, vol. 27, issue 4, No 1, 377-392

Abstract: Abstract Over recent years, place branding has come to vogue as a tool for urban planning and management projects such as regeneration of historic districts. In line with the context-oriented nature of regeneration, place branding should also be based on contextual conditions. Using a method based on grounded theory, therefore, the present study aims at developing a contextualized model for place branding of the historic district of Tehran. For this purpose, 32 in-depth interviews were conducted. The extracted codes were classified into 173 concepts and 47 categories. The final model, which was the result of modification of the paradigmatic model, moves place branding toward an asset-based approach. This model introduces the identity of place brand as the core category of place branding; an identity which is made up of three types of identity, namely tourism, inhabitation, and bazaar. In this model, place brand is not a phenomenon imposed from outside but the result of interaction among various agents on the basis of their shared interests that pave the way for place branding in a strategic process by virtue of the assets of the place. Therefore, this model creates added value for the historic district which guides the task of regeneration.

Keywords: Place branding; Regeneration; Asset-based approach; Grounded theory; Historic district of Tehran (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-020-00186-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:27:y:2020:i:4:d:10.1057_s41262-020-00186-7

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-020-00186-7

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().