Nasiryan, Naser; Sadeghi, Farshid

"Urban Regeneration as a Platform for City Branding: An Analysis of the Existing Potentials of Dehdasht"

Document Type : Origional Article

Authors

Naser Nasiryan ^¶

Farshid Sadeghi ^¶

Ph.D. Candidate in Geography and Urban Planning, University of Tehran,Tehran,Iran

Abstract

Background and Objective: This study aims to analyze the urban regeneration capacities of Dehdasht city and to elucidate their connection with the urban branding process. Dehdasht, as a city lacking prominent urban recognition indicators, requires the utilization of regeneration potentials to enhance its identity and competitive position. Literature review indicates that previous studies predominantly focus on metropolitan areas and cities with established brands, highlighting a significant gap in examining the relationship between urban regeneration and branding in smaller, less-known cities. This research seeks to fill this gap by focusing on the case study of Dehdasht.
Methodology: The research adopts a descriptive–analytical approach based on documentary and library studies, as well as a review of national and international literature. Empirical data were collected through semi-structured interviews with urban planning experts and analyzed using content coding. The analysis framework encompasses four dimensions of urban regeneration: physical–environmental, economic, socio–cultural, and policy–managerial, which are examined in relation to the four fundamental components of urban branding: efficient institutional governance, sustainable financing, active stakeholder participation, and coherent policy orientation.
Results and Findings: The findings indicate that urban regeneration provides the necessary framework for achieving the four dimensions of urban branding. Specifically, the restoration of the historical Baladshapur district, enhancement of public spaces, and improvement of urban infrastructure, combined with the strengthening of socio-cultural capacities and participatory governance, enable Dehdasht to develop a competitive city image at regional and national levels. The study demonstrates that even cities with low urban recognition can, through targeted planning and integrated strategies, enhance their attractiveness to both internal and external stakeholders and improve their overall urban status.

Keywords

Urban regeneration

Urban branding

Dehdasht

Urban identity

Subjects

Urban Management

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