Branding the city: the case of Casablanca-Morocco

Dounia Sedra () and Hicham El Bayed ()
Additional contact information
Dounia Sedra: University Hassan 1st of Settat
Hicham El Bayed: University Hassan 1st of Settat

Place Branding and Public Diplomacy, 2022, vol. 18, issue 2, No 12, 189 pages

Abstract: Abstract Over the past two decades, a new paradigm has emerged in the field of public management, which advocates place branding as a determining and impacting strategy of differentiation, recognition and commodification of places. The interest of this article is to approach the city branding strategy of the city of Casablanca, consecrated as being the first experience of its kind in Morocco and even in Africa. Thus, we will try to discover its operating mode, in particular by analyzing the instrumentalization process of the couple «identity/image» of the city for the purposes of attractiveness and competitiveness. We will also discuss the pillars on which this strategy is based, in particular through the operationalization of the city’s development plan 2015–2020, the deployment of its communication and the involvement of its various stakeholders.

Keywords: Place branding; Attractiveness; Identity; Morocco; Casablanca; WeCasablanca (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41254-020-00195-y 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:pbapdi:v:18:y:2022:i:2:d:10.1057_s41254-020-00195-y

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41254

DOI: 10.1057/s41254-020-00195-y

Access Statistics for this article

Place Branding and Public Diplomacy is currently edited by Robert Govers and James Pamment

More articles in Place Branding and Public Diplomacy from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().