TOWARDS A MODEL TO MEASURE CITY BRANDING AS A TOOL OF REINFORCING THE URBAN COMPETITIVENESS

Abstract

The process of marketing cities and activating a brand for cities has become of great interest to both researchers and decision makers, although the emergence of the concept of (City Branding) lies in the field of tourism development, its meaning has extended to many fields such as the international economy, urban development and as a tool of raising the level of quality of life. The research is an inductive approach which discuss the concept of City Branding, followed by illustrating the role of indicators and how it is significant in the Urban Competitiveness. Eventually, the study created a mathematical equation (a Model) through analyzing a set of indicators using the SPSS program to guide planners and decision makers to achieve the City Branding strategy in cities as a tool of reinforcing the Urban Competitiveness.