چکیده:
Place branding has been adopted by policymakers and decision makers since 1990s to promote
the place competition forattracting financial and human capital . This concept is discussed in
various scientific disciplines. Each field has conceptualized this concept in a different way. Thus,
the present study attempts to clarify the dimensions of this concept with a step-by-step approach.
The aim of this study is to provide a background and theoretical basis for the concept of “place
brand” and “place branding” in a conceptual model which clarify the different dimensions of
place branding. Therefore, in this study a depth analysis will be done in the literature to explain
the concepts, approaches, models, scales and methods of assessment. Descriptive-analytic
research method was used in this present study.
The results showed that despite extensive theoretical literature about place brand and place
branding, yet there is no consensus on it. The variety of disciplines involved in this topic (such as
economics and marketing, social sciences, political science, environmental sciences) reflects the
various dimensions that have been added to the concept of place branding. In this research, three
periods for place brand is depicted: past, present and future. In this progress, the concept of place
branding has evolved from a marketing tool to an approach to involving various dimensions of
urban planning and management. In these periods, place branding has changed from a monotonic
phenomenon which is based on visual and tangible dimensions and a top-down process to the
multifaceted, interdisciplinary, interactive, and collaborative concept. Finally, by summarizing
the concepts which is explored and refined, the theoretical and conceptual model for place
branding is presented.