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Today, establishing a competitive environment and taking from advantages in order to develop cities has become very valuable. Urban branding plays a prominent role in the decision of people and managers to choose a place to live, spend leisure time, vacation and choose a place to work and invest in a competitive world; that this can, directly and indirectly, improve the quality of infrastructure and public environments, and urban development. For this purpose, in order for Sanandaj city to gain a worthy position in a competitive environment with other cities, it is necessary, given the special abilities of this city, the urban branding has been used to advertise its assets, to use its advantage intended by the planners.The aim of this research is to use cultural branding in order to the historic neighborhood's regeneration. The three neighborhoods of the Bashgah afsaran, Sartapooleh, and Ghalachoarlan selected on a case-by-case basis. First, each of the concepts of regeneration, branding, and culture in the urban planning field was examined and the way of communication and their common chapter was written in a diagram, and then the experience of Barcelona and Stuttgart cities of urban branding was reviewed and how to use cultural potentials was examined for regeneration. In the next step, the target neighborhoods were selected using the findings of the second chapter and the existing potentials, also the Items were selected that had the potential to become a brand for the development of these neighborhoods. Then, a questionnaire was prepared and it completed by experts, city residents, and visitors. The data were analyzed using SPSS software, and the following items were obtained as the result of the research.Based on the results, the three options of music, Abidar mountain, and Kurdish clothing are the best options for urban branding as the basic elements that introduce the city and reflect the characteristics of this city. The use of music, Kurdish clothes, poetry, and literature, as well as the glorious Nowruz celebration, can be of great help in the social and cultural promotion of Sanandaj, particularly the old neighborhoods of the city. Based on the results, the three options of music, Abidar mountain, and Kurdish clothing are the best options for urban branding as the basic elements that introduce the city and reflect the characteristics of this city. Resuscitation of wood art, developing the tourism sector and eliminating the shortcomings of this field, and using all aspects related to music, including instrument making, building music halls, and holding numerous concerts and music festivals can help improve the city's economy. The use of music, Kurdish clothes, poetry, and literature, as well as the glorious Nowruz celebration, can be of great help in the social and cultural promotion of Sanandaj, particularly the old neighborhoods of the city. Identifying the target market as one of the most important pillars of branding can be very useful in attracting tourists. For Tanakura market visiting, the old bazaar, and the unique markets of the city, as well as to highlight the culture of interaction and administration of the people of Sanandaj was used advertising. According to the results, it can be said that using Kurdish music and clothing as a symbol and brand of the city can be effective in attracting tourists at an international level and national, respectively. Also, it is possible to used Nativity reading in a planned and regular manner in order to attract people to the target areas in Sanandaj.Non-native people had fewer choices for Nowruz, music, the culture of tolerance, tourism, Nativity reading, and ancient sports in comparison with people living in Sanandaj, which is a sign of non-recognition of these potentials by non-Sanandaj people. This weakness can be identified by using advertising appropriate programs and purposeful without any magnification or minimization (in order to attract and not inappropriate feedback in case of magnification).
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