SIGNIFICANT DIMENSIONS IN THE PROCESS OF DETERMINING THE CITY BRANDING: CASE STUDY OF IRBID CITY, JORDAN
SIGNIFICANT DIMENSIONS IN THE PROCESS OF DETERMINING THE CITY BRANDING: CASE STUDY OF IRBID CITY, JORDAN

Summary/Abstract: City branding is a new science of an ancient technique to achieve a competitive advantage for cities and increase attraction of investment, and tourism. Recently, due to the growing globalization, most cities worldwide and in Jordan have witnessed a remarkable change in their competitive structures. City planners have perceived need to create branding strategies as a key to differentiation. The study used a brand box model to clarify the level of functionality and representativeness of the brands chosen for the city. This study wanted to define the actual image that best reflects Irbid city's brand and attracts people to it. The study area (Irbid city) is well-known for its exciting social and economic diversity, increased shopping and employment, and the presence of representative organisations from various industries, commerce and agriculture. The study discovered that dimension that affects and embodies the brand of Irbid city and achieved a high level: “the universities.” In addition, Irbid provides a safe environment, affordable housing, entertainment options, and other facilities for students to choose to study in its universities. The study suggests raising awareness on the city's brand, conducting various studies, and developing several strategic plans to promote Irbid as an "Educational University City".

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