Branding Strategies for the Iranian–Islamic Identity of the City Using Urban Media

Abstract

The present study aimed to identify and conceptualize branding strategies for the Iranian–Islamic urban identity through urban media and to develop an expert-based conceptual model grounded in empirical qualitative data. This applied qualitative study employed a descriptive research design. The research population consisted of experts in urban management, media studies, cultural policy, architecture, sociology, and identity studies. Thirty-six experts were selected through purposive sampling based on the principle of theoretical saturation. Data were collected using semi-structured interviews. Trustworthiness was ensured through credibility, transferability, dependability, and confirmability criteria, while reliability was confirmed through an inter-coder agreement coefficient of 0.86. Data analysis followed the grounded theory approach using MAXQDA-2024 software, and coding was conducted through open, axial, and selective stages to construct the conceptual model. Inferential analysis demonstrated that branding the Iranian–Islamic identity of a city constitutes a multilayered and systemic process emerging from the interaction between governance structures, cultural meaning-making, and urban media systems. The resulting model indicates that successful urban identity branding requires integrated institutional governance, continuous auditing of city image perception, systematic mapping of identity capacities, strategic brand positioning, integrated communication and media systems, experiential spatial regeneration, identity-based storytelling, media representation of Iranian–Islamic lifestyle, urban media diplomacy and global networking, development of identity-based cultural economy, and continuous monitoring and brand stabilization. The findings suggest that urban identity branding is not merely promotional but evolves through sustained interaction among institutions, citizens, cultural narratives, and urban spaces. The study concludes that Iranian–Islamic urban identity branding is a gradual, structured, and experience-oriented process achieved through synergy among governance mechanisms, cultural content production, and strategic media representation. Transforming identity into a lived and mediated urban experience enables cities to function as dynamic and living brands, strengthening citizens’ sense of belonging while supporting sustainable cultural, social, and economic development.