جهانی سازی مکان و برندسازی شهری؛ درس هایی برای شهر اصفهان براساس تجربیات جهانی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
فرایند جهانی شدن در ابعاد و سطوح مختلفی درحال پیشروی است و در این فرایند، مفهوم فضا و مکان نیز تغییراتی را تجربه می کنند. همگام با جهانی شدن، هویت مکانی شهرها نیز تغییر می یابد و همسو با این فرایند بازتعریف می شود. یکی از مهم ترین استراتژی ها برای جهانی سازی مکان، برندسازی شهری است که به معنای ارائه هویتی ویژه برای شهر است تا بتواند در فرایند جذب انواع سرمایه مالی، انسانی در بازار جهانی رقابت کند. یکی از مهم ترین ابعاد برندسازی شهری، توجه به هویت اجتماعی-فرهنگی شهرها است. پژوهش حاضر در تلاش است تا با تأکید بر سویه های اجتماعی-فرهنگی در کنار عوامل فضایی، نمونه های موفق برندسازی شهری را مرور کند و درنهایت، براساس آن تجربیات، ظرفیت های شهر اصفهان را برای برندسازی شناسایی و براساس آن تجربیات الگوسازی کند. روش تحقیق، روش توصیفی-تحلیلی بوده و 5 شهر بوداپست، دوحه، بارسلونا، آمستردام و هلسینکی به عنوان نمونه های موفق برندسازی جهانی مرور شده اند که می توانند الگوهای مناسبی برای شهر اصفهان باشند. مقایسه شهر اصفهان با نمونه های جهانی مشابه نشان می دهد که این شهر می تواند از چندگانه سازی های هویتی دوحه، پتانسیل تکثرگرایی فرهنگی آمستردام، سیاست توسعه شهری بارسلونا و ظرفیت های تاریخی و طبیعی مشابه بوداپست و هلسینکی برای جهانی سازی خودش بهره ببرد. نتیجه تحقیق نشان می دهد که باوجود ظرفیت های متعدد برای برندسازی در شهر اصفهان، مانع اصلی ارائه تصویری جهانی از این ظرفیت ها است. شهر اصفهان با ظرفیت های فعلی نیز از بسیاری از شهرهای مذکور بستر مناسب تری برای برندسازی دارد؛ هرچند که بازنمایی جهانی از آن صورت نمی گیرد.Globalization of Place and Urban Branding: Lessons for the City of Isfahan Based on Global Experiences
The process of globalization is transforming various aspects of society, leading to an evolution in the concepts of space and place. As cities adapt to this global landscape, their identities are redefined to align with these changes. A vital strategy for successful globalization is city branding, which involves creating a unique identity for a city to attract various forms of capital, including financial and human resources, in order to compete effectively in the global market. A crucial component of city branding is consideration of social and cultural characteristics. This research aimed to explore successful examples of city branding that integrate social, cultural, and spatial factors. Specifically, it sought to investigate the potential for city branding in Isfahan and propose a framework for its implementation. The methodology employed was descriptive and analytical, focusing on 5 cities—Budapest, Doha, Barcelona, Amsterdam, and Helsinki—recognized for their success in city branding and serving as models for Isfahan. The findings indicated that, despite Isfahan's rich and diverse social, cultural, and spatial potential for branding, the primary challenge lay in effectively communicating the city's global image and its assets. Although Isfahan possesses numerous untapped potentials that may exceed those of the aforementioned cities, it currently lacks a cohesive representation of these assets on the global stage. Keywords : Globalizing, City Branding, Global Representation, Space and Place, Isfahan. Introduction Globalization has impacted various aspects of social life and cities are no exception. They compete with one another to secure their positions within the global system. A key strategy for cities in this competitive landscape is city branding. City branding is the process of defining a unique identity for a city, enabling it to effectively compete for economic, human, and political resources on a global scale. This concept is closely tied to globalization as it helps cities establish themselves as global entities. Each city strives to present its identity as part of the globalized world. Therefore, city branding extends beyond economic and tourism considerations; it also encompasses social and cultural dimensions. Globalization of urban spaces challenges traditional definitions of citizenship, local governance, and everyday life, prompting a redefinition that is often more democratic in nature. Despite the numerous challenges to urban development in Iran, the importance of this issue remains significant. Isfahan as one of Iran's major metropolises possesses considerable potential for globalization; yet, it has received limited research attention. This study aimed to examine successful city branding initiatives from around the world that could serve as models for Isfahan. Thus, the main questions guiding this research were: What are Isfahan's potential assets for city branding? Which successful cities in city branding can be considered models for Isfahan and what policies have they implemented? Materials & Methods According to Evans (2015), a city brand should authentically represent the cultural and historical identity of the city. Each city possesses a unique urban identity that serves as the foundation for its branding (Riza et al., 2011). Thus, 3 interconnected concepts emerge: city representation, urban identity, and city branding. Anholt (2005) argues that city branding is the most effective strategy for engaging in the competitive cycle of the global economic system. The city's image is an integral part of its brand and significantly influences perceptions of that city (Hatch & Schultz, 2002). As Vanolo (2017) notes, a strong city brand enables cities to balance their primary functions, including production and consumption, leading to the emergence of a new right known as the "right to the brand". This research employed a descriptive-analytical methodology. In the initial phase, the researchers identified key examples of successful city branding and compared them with Isfahan. The study primarily relied on library research, reviewing existing literature. Notably, many urban project documents from the selected cities were written in local languages; therefore, the researchers focused on secondary sources, particularly studies published in English. Ultimately, 5 cities were chosen for analysis: Budapest, Doha, Barcelona, Amsterdam, and Helsinki. These cities were selected because their city branding policies aligned with their cultural and social potentials, making them valuable models for Isfahan. Research Findings Budapest, Hungary The primary branding policy in Budapest centered on representing the city's historical and cultural identity, emphasizing its role as a cultural intermediary between the West and its Austro-Hungarian heritage, as well as its socialist past. The city's unique blend of architecture and nature contributed to its appeal. Budapest's success was attributed to its rapid democratic representation of history, avoiding the lengthy infrastructure projects seen in cities like Barcelona. The city's motto encapsulated this sentiment: "Everyone stays in Budapest longer than they planned; the Romans for 400 years, the Ottomans for 150 years, and the Soviets for 45 years. You are free to stay for another night!" Doha, Qatar Doha's branding policy focused on distinguishing its Islamic-Qatari identity from its global persona, particularly in architecture and tourist attractions like the Doha Corniche and Trade Centre. The city positioned itself as a global hub, hosting major events, such as the Asian Games in 2006. Its motto, "Doha, a city where cultures meet and merge!" reflected this dual identity, along with the slogan, "Constructing a solid future on a solid past!" Barcelona, Spain Barcelona's branding strategy involved significant investment in diverse urban infrastructure, including academic, medical, cultural, and commercial projects. The city showcased its progress through events like the 1992 Summer Olympics, which helped globalize its urban image. Barcelona exemplified the "right to the brand", promoting social justice for its citizens as a core component of its identity. Amsterdam, Netherlands Amsterdam served as a prime example of city branding rooted in its pluralistic culture, particularly its tolerance of immigrants, which had enriched the city's cultural fabric. The city's motto "I Amsterdam!" had been widely promoted through the export of various goods, further enhancing its brand identity. Helsinki, Finland Helsinki's success in city branding was linked to the revitalization of areas like the Eteläsatama harbor, which enhanced connections between natural landscapes and the city center, thereby attracting financial resources. The city's academic advancements also played a crucial role in strengthening its brand identity. Discussion of Results & Conclusion Budapest faced strong competition from cities like Prague, Warsaw, and Ljubljana; yet, it had successfully established a distinct historical and cultural urban identity. Similarly, Isfahan encountered competition from other cities in Iran and the Middle East. To enhance its urban identity, Isfahan should focus on its unique Iranian-Islamic architecture, particularly around the Zayandehrood River. Additionally, like Budapest and Doha, it can create special tourist attractions that reflect its identity, such as the Baghe Mashahir Project in the city's fifth urban region. In line with Barcelona and Doha, infrastructure projects like Naghshe Jahan Stadium could serve as global venues for hosting international events. However, it is important to note that these cities had developed their global infrastructures following the modernization of essential academic and medical facilities. Drawing inspiration from Amsterdam, Isfahan can leverage its cultural tolerance, particularly towards the Armenian community in Jolfa as part of its city brand. This approach can attract foreign Christian visitors through the integration of Islamic and Armenian cultures. Furthermore, urban natural areas, such as Nazhvan Region and the University of Isfahan located in the city center, can serve as focal points for attracting global investment. Despite the various potentials for "gelocal" city branding in Isfahan, the primary challenge lies in the lack of an effective global image to represent the city's brand.
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