مجلة علوم الإنسان والمجتمع
Volume 11, Numéro 1, Pages 787-802
2022-03-28
Cities Brand Industry
Authors : Guechi Lotfi .
Abstract
The Brand is the identity that characterize each city by geographical, architectural, cultural characteristics…It is used to build positive perceptions of the city with a view to encouraging its tourism. Building a city brand is a long - term process that requires strategic planning based primarily on integrated marketing communication. Among the Arab countries that have tried to build a brand, Jordan has relied on strategic plans that have taken advantage of all their: geographical, cultural, human components... in order to promote its tourism.
Keywords
Brand, city, city brand, tourism, marketing communication.
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